Not really trying to be loyal to them, but inadvertently, Specialized.
I replaced my 01 Stumpjumper FSR with a 2010 model. I really wanted to get an EX8, but I didn’t get on with the test one, whereas the Stumpjumper felt right straight away.
I’ve had Specialized gloves for years and they seem to last well & do the job (although my Gill and 661 gloves are just as good), I’ve got a Spesh jersey that must be 5 years old and is still in great condition and a pair of their tights that are really comfy and are lasting well.
Oh, their tyres seem to work OK too although I wouldn’t go out of my way to look for them (I normally get what’s going cheap).
My head doesn’t suit their helmets though and I’ve never had any Spesh shoes or anything.
Lots of companies make nice kit, really. I try & get stuff that does the job, fits into budget and looks nice. I like to say I don’t really care about the brand but if I can get a known one (e.g. Easton) for the same price as an unknown one and they are intrinsically the same, I’ll probably go for the known brand.