Because you swaddle me in fleece like a mother lovingly swaddles a newborn. Because I've spotted you on lanky, teeth-gleaming, environmentally conscious, Bluebottle/Stumptown-sipping men and women from Berkeley to Brooklyn. Because you kept me warm on the whitecaps of Lake Merced, and sweat-free on the 'cross trails of Ithaca, and pleasantly temperate in my Midtown office. Because you cunningly convince me to drop $100 on a hoodie that should only cost $30, and because you make me feel good about it as the dollars float away. Because I don't even care that you make me a caricature of myself. Patagonia, I salute you!