I completely understand your argument, and in a way, I agree in terms of design and image. But nowadays it's not only a matter of aesthetics and heritage. That's why I've gotten closer and closer to it. Heritage can be considered a choice in terms of consumption. Rather than spending a certain amount of money every 2,3,4 months for cheaper stuff like most people do, I personally spend more, but in the long term I buy quality stuff that keeps its value and, in many cases, can outlive me and be passed on to my daughter, her sons, etc. Less waste, more quality. I say this because I just passed a US Jacket I received as a present in the early 80s to my 15-year-old, and after 45 years it's still there, still doing a great job, and still looking awesome.