I've got plenty of Kuiu gear, more than I care to mention to some of this crowd. Wear it hunting, hiking and everyday use with no issues, no complaints, their clothing works for me, the fit for me is biggest thing, and one stop shopping for me. I agree FL merino is softer and I own a fair amount of FL too, but FL clothing seems to run very large and I get stuck between sizes. Overall quality, weight, fit, durability and functionality of Kuiu works for me, but I know not for everyone. Not a fan of Kuiu merino boxers (can't beat FL) or their socks (Darn tough).