My opinion is coming from someone that does 90% back country hunting, spot and stalk out west so what I look for in gear might differ from others. I feel like each of the big brands does one certain thing better than the others. For me I’ve found that kuiu makes the best pants and everything else they make is solid, their sizing is more athletic so most might want to size up and their warranty is awesome. First lite seems to make the best merino layers but I’ve found their sizing is inconsistent at times. Sitka in my opinion has the best outer layers. If you don’t mind solid colors, stone glacier makes the best base layers and ultralight gear I’ve found. I mix and match different brands for whatever I might be doing. The biggest piece of advice is never pay full price for any of the brands; they all do several sales throughout the year. I think kuiu is doing one right now and stone glacier is doing the best sale I’ve ever seen for any of the big brands right now if you’re on their pro program.