For someone who got into mountain biking in the early 2000s a few brands/bikes stand out for me.
Rocky Mountain – Psyclwerx in Bristol had a Slayer in the window I lusted after and a mate had an ETSX which was lovely.
Spesh Enduro – the first monocoque ones looked incredible although way out of my budget at the time.
Cotic and Cove – I had a Marin Rocky Ridge which was a pretty early ‘hardcore’ hardtail but the Stiffee and the Soul were the bikes I aspired to own. I would still love a Soul.
Marzocchi – Because bombers! and the fact the MX Comps and Pros were genuinely good budget forks and looked sweet.
Kona – just cool bikes, cool riders and I really wanted a stinky.
Slightly unsure about Santa Cruz, I definitely aspired to own one. Finally got a Heckler and ended up disliking it.
I think Orange should be on the list as well, specifically the 5, as love it or hate it, it has been one of the most ubiquitous mountain bikes available.
On the road front any celeste bianchi because they are just pretty.