A flannel shirt costs what a flannel shirt costs.
Unless it comes with a story about two brothers, a beach, a family, and a particular idea of what a good life looks like.
Then it costs considerably more, and people pay it happily.
Faherty built a substantial business doing exactly that. Good quality clothing wrapped in a coherent story about warmth, family and the outdoors.
Now, a reasonable person might call that a scam.
It is not. The story is a real product and it delivers something real.
But it is a product with a price, and most people have never examined what they pay for it or whether they are getting their money's worth.
So let us take it seriously, because this is one of the largest invisible line items in household spending.