Sure Patagonia, North Face, Mammut, Dynafit, and Rab, as well as countless others are sell luxury products, wrapped in rugged wilderness or alpine settings. But, this New York Times ad, set in the Dolomites for Louis Vuitton, caught my attention … are they selling the rope, the pack, or the T-shirt?
Or, are they selling the accessories you will need, after you've free climbed the Comici route, showered, and are living it up in Cortina? But, I guess the reality is that most climbers today - myself included - are not dirtbags, if they ever were. After all, those original alpinists of the mid-1800s were all, well heeled English gentlemen.
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