North Face all got a bit high street for a while but back on track now.
Same with Berghaus as well. They went very dog walker/chavvy at one point producing baggy not well thought out kit. That is still there in some forms sadly, but the top end Xtrem kit is absolutely bloomin brilliant! Am very much toying with buying a Kanchenjunga to replace my current mountain jacket, and have tried on a Velum and the fit was just as good if not better than the ‘big’ names (Rab, ME, Haglofs, etc).
Some might see it as cynical marketing, but the sponsorship of Leo Houlding etc does seem to have bought some focus to them. Leading the way on things like waterproof(ish) down jackets and other technologies as well. Sorted!