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Its pricing sits in the mid-tier, offering what many describe as affordable luxury. With strong direct-to-consumer (DTC) e-commerce and retail strategies, the brand maintains control over its narrative and pricing while partnering selectively with global stockists

French investment firm Eurazeo has acquired a minority stake in the Vancouver-based company

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For hikers seeking a grab-and-go solution that disappears in your luggage but performs on the ridge, the Flash 18 remains a gold-standard budget pick