>associated them with Silicon Valley bro types

Patagonia themselves dislike this association, going so far as to refuse to make clothing for many of these people.

https://gizmodo.com/patagonia-will-stop-selling-those-horrib...

And the reason the bros like it is because it's legitimately good quality and it looks good. You can wear it on the slopes and keep it on at après-ski, so to speak.

Also, my personal endorsement: I love my Patagonia fleece vest. I got mine used on Ebay 7 years ago and it has held up that long.

It's really funny how much of a stereotype it was. I've heard it being referred to as Patagucci, and there was even a puffy vest vending machine in sfo for a year or so (uniqlo, not patagonia)

So you don't need actual product, just their idea. That is pure consumerism. I do recommend documentary series Century of Self (2002, BBC) from Alex Curtis that explain how it works.

* Adam Curtis

Oh, yes, sorry, I cannot edit now.

No worries, thought it might help others with finding it.

it's probably as far from SV bro's as you can get

Not really, most of the “bros” I knew when I worked in SV I would describe as white or Indian men moderately interested in hiking biking and camping. Which makes sense, the Bay Area is stunning. Grab a beer or two afterwards. Have a nice time. (You might detect I’m kinda on the side of the bros here.)

Most people just use "Silicon Valley bro" in substitute for "man I don't like that is interested in technology".

I'm guessing you spent little to no time on Sand Hill Road last decade.

The lunch spots could have been ads for Patagonia sweater-vests and Allbirds shoes.

I meant Yvon isn't like SV bros