The Brand Ledger
Tracking the brands that got worse on purpose — and the ones that didn't.
The Brand Ledger tracks 162 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 →Bags & Packs · Backpacks - EDC
Tom Bihn
Status: WatchlistAmerican-made travel and EDC bags. Seattle, Washington.
Bags & Packs · Luggage - Softside
Briggs & Riley
Status: ApprovedBusiness and travel luggage with lifetime repair warranty.
United States Luggage Company (US Luggage LLC)
Apparel · Shirts & Tops
Lands' End
Status: AvoidAmerican direct-mail apparel brand founded by Gary Comer in 1963. Built its reputation on durable basics, generous returns, and customer service before passing through Sears (2002-2014) and a decade of public-market ownership.
WHP Global (controlling stake); LEWHP LLC joint venture vehicle
Footwear · Heritage Boots
Dr. Martens
Status: AvoidIconic British footwear brand. Famous for the 1460 and 1461 air-cushioned boots first produced at Cobbs Lane factory in Wollaston, Northamptonshire.
Dr. Martens plc (LSE: DOCS)
Bags & Packs · Messengers & Slings
Chrome Industries
Status: ApprovedMessenger bags, backpacks, and utility gear with signature seatbelt-buckle strap release. Portland, Oregon.
Apparel · Workwear
Engelbert Strauss
Status: ApprovedGerman technical workwear and safety footwear. Multi-pocket trousers, work jackets, safety boots. Headquartered in Biebergemuend, Hesse.
Engelbert Strauss GmbH & Co. KG / Strauss Deutschland GmbH & Co. KG
Verdicts
Approved
61 brands
Brands whose quality, ownership structure, and stewardship check out. Still worth buying.
e.g. Knipex, Goruck
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Watchlist
36 brands
Brands with documented risk factors. Either recent ownership changes, conglomerate pressure, or emerging quality issues. Buy with eyes open.
e.g. Milwaukee Tool, Tom Bihn
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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, Tumi
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Avoid
54 brands
Brands actively engaged in the enshittification playbook. Licensing models, post-acquisition cost-cutting, brand equity being extracted.
e.g. Craftsman, Ray-Ban
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Latest investigation
Your Favorite Brands Got Worse On Purpose
Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.
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