At first glance the logo of Wild Things U.S.A. looks like an inventive interpretation of a W—and it is. Only it’s more. Look closely and you’ll notice that the outer graphics are based on ice ax silhouettes, and the center vertical line is inspired by the shape of a ski (albeit a particularly angular ski). The logo speaks to the heart of this small apparel manufacturer’s core passion: the mountains. Since it was founded in 1981 by a pair of accomplished alpinists “in the shadow of Mount Washington, New Hampshire,” the brand has expanded from mountaineering products to cover apparel for anyone who spends a lot of time in the outdoors, including runners, climbers, hikers, and the military. In fact their products are in the field with every branch of the U.S. Armed Forces. But what hasn’t changed in that 30-some years? Their focus on making affordable, custom-ordered apparel. Working off six gender-specific templates, you can design the perfect jacket (from choosing the type of hood to a variety of colors for practically everything on the coat), starting at $149. Those who feel overwhelmed by the many choices can choose from the all-mountain line, which includes everything from base layers to fleeces to packs, or even select from the military and law enforcement line, which boasts lots of camo and loads of tech features specific to that line of work.