The Brand Ledger
Tracking the brands that got worse on purpose — and the ones that didn't.
The Brand Ledger tracks 131 brands across tools, bags, apparel, eyewear, and footwear. Who owns them, what they used to be, whether they're still worth buying. Updated as things change.
Recently updated
View all →Tools · Pliers & Cutters
Knipex
Status: ApprovedGerman pliers manufacturer. Widely considered the best in the world by tradespeople.
Tools · Screwdrivers & Bits
Wera
Status: ApprovedGerman screwdriver and bit specialist. Known for Hex-Plus geometry and tool quality.
Tools · Electrical Tools
Klein Tools
Status: ApprovedAmerican electrical tools. Standard-issue for US electricians.
Tools · Power Tools
Makita
Status: ApprovedJapanese power tools. One of the two dominant cordless platforms alongside Milwaukee.
Tools · Precision Tools
Wiha
Status: ApprovedGerman precision tools. Screwdrivers, bits, torque tools.
Tools · Power Tools
Festool
Status: ApprovedPremium German power tools. Dominant among high-end woodworkers.
TTS Tooltechnic Systems
Latest investigation
Verdicts
Approved
59 brands
Brands whose quality, ownership structure, and stewardship check out. Still worth buying.
e.g. Knipex, Wera
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Watchlist
31 brands
Brands with documented risk factors. Either recent ownership changes, conglomerate pressure, or emerging quality issues. Buy with eyes open.
e.g. Milwaukee Tool, DeWalt
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Former Great
11 brands
Brands that used to be worth recommending, but aren't anymore. The product no longer reflects the reputation.
e.g. Ryobi, Porter-Cable
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Avoid
30 brands
Brands actively engaged in the enshittification playbook. Licensing models, post-acquisition cost-cutting, brand equity being extracted.
e.g. Craftsman, Black+Decker
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