What I like most about the Urban Adventure company is that they make explicit something many of us have already caught onto: that many people who claim to love the outdoors are really making a fashion statement. Many people who drive SUVs will never go off-roading. I do not necessarily see this as a problem; if people want to communicate to others some sort of membership in an imagined community of shared values, why not let them shop in peace? This is not to say, of course, that people who really are into the outdoors cannot find what they are looking for at the Urban Adventure Company, but they may be able to find it for alot cheaper online or via some sort of hunting/fishing company (though one notes, the politics tend to be different).
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