Icebreaker

During his travels in the early ‘90s, Icebreaker founder Jeremy Moon had a revelation. Rather than focus on creating the latest and greatest technical fabric for its clothing, he discovered that such a fabric was already available and could be found on a breed of animal living in New Zealand’s Southern Alps—Merino sheep. Because of its warmth in the cold and cooling breathability in the heat, Jeremy found that these sheep were easily able to survive the area’s harsh environment. It occurred to him that Merino would also be an ideal material for performance clothing. Merino was soft to the touch, comfortable against his skin, and easy to care for. He realized that it offered the quick-drying, lightweight benefits of synthetic materials couple with the natural warmth, breathability, and odor-resistance of standard wool. Altogether this meant that Merino flew in the face of wool materials available at that time, and it continues to do the same to this day. Since 1994, Icebreaker has been crafting this versatile fabric into hard-working technical clothes as well as sophisticated, high-performance urban apparel. Starting with underwear and baselayers and expanding to mid- and outer layers, Icebreaker outfits you for optimal four-season comfort. Whether you’re dressing for snow sports, hiking and backpacking, travel, running and fitness, or simply everyday activities, Icebreaker has you covered. The bread-and-butter of the Icebreaker’s offerings is its line of baselayers, including leggings and tops for skiing or mountaineering in weights from ultra-lightweight to expedition-weight. Midweight pullovers and tops, either in merino knit or cozy merino RealFleece, offer excellent warmth without bulk. Of course, you’ll enjoy Icebreaker wool in the form of beanies, liner gloves, and socks that keep your extremities nice and warm. The good news is, you don’t have to wait until the weekend to experience the benefits of Merino, since Icebreaker offers dresses, skirts, and sweaters for women, as well as polos, collared shirts, and sweaters for men. And, as Icebreaker combines Merino with other textiles to create new performance fabrics, merino is also put to work in new ways. For example, its wool-cotton blend shorts are both durable and highly breathable, and for outings in more extreme weather, Icebreaker offers jackets and vests that feature insulating Merino backed with weather-resistant outer shells.  Icebreaker also invests a great deal of energy into supporting its commitment to environmental sustainability and responsible sourcing. To that end, it sets strict standards for environmental management and animal welfare from its growers, all of whom are contracted long-term to Icebreaker. Once harvested, wool is processed in facilities that strictly observe rigorous standards for environmental impact and human welfare. In fact, when you buy an Icebreaker product, you can use the “Baacode” tag on the inner seam to trace its production from start to finish. You can see the living conditions of the sheep, meet the growers who raised them, and follow the production process through to the finished garment. In addition to feeling good when you’re wearing an Icebreaker garment, you can feel good about where it came from.

Shop Icebreaker Clothing at Backcountry. Find 100% Merino Wool shirts, jackets, and underwear that is temperature-regulating and unparalleled in comfort.

Icebreaker - Merino Wool Outer & Underwear

Icebreaker's New Zealand Merino wool garments are unparalleled in comfort, warmth, and fashion. Soft, strong, and washable, New Zealand Merino has none of wool's typical scratchiness and resists odor buildup better than any synthetic fabric. Once you own one of their base layers, mid layers, or casual sweaters, you'll be begging for more. And Icebreaker's commitment to sustainability will give both your mind and your skin a case of the warm fuzzies: the company buys wool for a fair price from top-quality New Zealand farmers whose merino sheep luxuriate in the shaggy fibers we love to wear too. Just baaaa-sk in it.

Browse a wide selection of Icebreaker gear for sale at Competitive Cyclist. Get info and prices, and reviews on the best Icebreaker cycling jerseys & shorts. 

Icebreaker Cycling Apparel | Jerseys, Shorts, & Accessories

During his travels in the early ‘90s, Icebreaker founder Jeremy Moon had a revelation. Rather than focus on creating the latest and greatest technical fabric for its clothing, he discovered that such a fabric was already available and could be found on a breed of animal living in New Zealand’s Southern Alps—Merino sheep. Because of its warmth in the cold and cooling breathability in the heat, Jeremy found that these sheep were easily able to survive the area’s harsh environment. It occurred to him that Merino would also be an ideal material for performance clothing.
 
Merino was soft to the touch, comfortable against his skin, and easy to care for. He realized that it offered the quick-drying, lightweight benefits of synthetic materials couple with the natural warmth, breathability, and odor-resistance of standard wool. Altogether this meant that Merino flew in the face of wool materials available at that time, and it continues to do the same to this day.
 
Since 1994, Icebreaker has been crafting this versatile fabric into hard-working technical clothes as well as sophisticated, high-performance urban apparel. Starting with underwear and baselayers and expanding to mid- and outer layers, Icebreaker outfits you for optimal four-season comfort. Whether you’re dressing for snow sports, hiking and backpacking, travel, running and fitness, or simply everyday activities, Icebreaker has you covered.
 
The bread-and-butter of the Icebreaker’s offerings is its line of baselayers, including leggings and tops for skiing or mountaineering in weights from ultra-lightweight to expedition-weight. Midweight pullovers and tops, either in merino knit or cozy merino RealFleece, offer excellent warmth without bulk. Of course, you’ll enjoy Icebreaker wool in the form of beanies, liner gloves, and socks that keep your extremities nice and warm. The good news is, you don’t have to wait until the weekend to experience the benefits of Merino, since Icebreaker offers dresses, skirts, and sweaters for women, as well as polos, collared shirts, and sweaters for men.
 
And, as Icebreaker combines Merino with other textiles to create new performance fabrics, merino is also put to work in new ways. For example, its wool-cotton blend shorts are both durable and highly breathable, and for outings in more extreme weather, Icebreaker offers jackets and vests that feature insulating Merino backed with weather-resistant outer shells.
 
Icebreaker also invests a great deal of energy into supporting its commitment to environmental sustainability and responsible sourcing. To that end, it sets strict standards for environmental management and animal welfare from its growers, all of whom are contracted long-term to Icebreaker. Once harvested, wool is processed in facilities that strictly observe rigorous standards for environmental impact and human welfare. In fact, when you buy an Icebreaker product, you can use the “Baacode” tag on the inner seam to trace its production from start to finish. You can see the living conditions of the sheep, meet the growers who raised them, and follow the production process through to the finished garment. In addition to feeling good when you’re wearing an Icebreaker garment, you can feel good about where it came from.

Icebreaker's New Zealand wool garments are unparalleled in comfort, warmth & fashion. Backcountry.com has a great selection of Icebreaker brand name wool clothing.

Stanley

Shop Stanley on Backcountry. Expertly curated outdoor gear and clothing for the adventurer in you, from big brands to the small and undiscovered. 

Since its founding, POC’s mission was clear: to develop protective gear that can save lives and reduce the severity of injuries. And with its objective determined, POC set out to revolutionize the world of protection, starting with gravity sports like alpine skiing and mountain biking. First, POC had to reimagine the steps of the traditional design process. Cross-functional teams of doctors, engineers, materials experts, and specialists are consulted well before a product comes to the prototype phase. These teams examine the shortcomings of the market's contemporary products and address which areas of the body are the most ´susceptible to injury during a crash. And given that POC's native Stockholm is at the epicenter of health, medicine, and advanced product development, the brand finds itself at a natural advantage in the design process, with the results being superior helmets, goggles, and body armor. A helmet like the Trabec embodies the fruits of this design principle. This helmet puts safety first by protecting the occipital and temple regions of the skull, which are common, serious points of trauma in a mountain bike crash. And after working with industrial engineers, POC created its own in-molding process that combines the strengths of the two most commonplace helmet technologies — hard shell and in-mold. POC helmets, like the Trabec, feature a PC shell that's mated with Aramid fibers and an EPS foam. Accordingly, the helmet is able to provide more protective coverage without sacrificing a low overall weight or ventilation. These helmets have come to represent the utmost in safety, comfort, and performance. After achieving a swift dominance of the mountain market, it was only a matter of time until POC found itself entrenched in the world of road biking helmets. At first, it entered the market with a focus on aerodynamics, something that POC perfected with alpine ski helmets. It released the uncanny Tempor helmet to rave reviews and wind tunnel data that was almost unbelievable. And more recently, it's made waves in the pro peloton with the Octal and Octal Aero helmets, as well as with the retro-forward DO Blade sunglasses. With its road line, POC placed an extraordinary amount of importance on perfecting the trifecta of weight, aerodynamics, and comfort. So, it came as no surprise when Andrew Talansky won the 2014 Criterium du Dauphine wearing POC. Today, POC is proving itself to never be one to rest on its laurels. Its design philosophy has expanded to include mountain bike and road bike clothing, producing triumphant innovations in fabric technology and design. It leaves us feeling resolute that, despite not knowing what the future holds, we’re certain that POC will be there pushing the envelope in order to keep us all safe.

POC utilizes Visco-Elastic Polymer Dough, a revolutionary compound that stiffens upon impact. Shop POC helmets, clothing, & body armor at Backcountry.com.

POC - Ski & Snowboard Apparel, Sunglasses, & More

When POC opened up shop in 2005, the goal was simple—save lives and reduce the consequences of falling. The Swedish brand was originally focused on the skiing market, where it found nearly immediate acceptance through its sponsorship of top-level racers and freeskiiers. And with the inherent similarities between skiing and cycling, not to mention the overlap in participants, it wasn't much of a leap to dive headlong into building protection for those on two wheels. The launch of the Trabec helmet series was met with immediate praise, and the combination of its distinctive appearance and impressive protection won it legions of fans. The same can be said of POC's padding, which employs a proprietary material known as VPD. This lightweight, pliable material conforms naturally to the body, but stiffens under impact, which makes it a perfect choice for building lightweight, protective body armor. The combination of VPD and low profile cuts have made POC's body armor among the most sought after in the cycling world. POC's venture into cycling became even more exciting when it launched the road line. The most noticeable piece was undoubtedly the Octal helmet, which provided ample coverage and plenty of protection, with a shape that was at once simple and modern, and unmistakably POC. But while the Octal got fans and racers talking, it might have been easy to overlook the excellent AVIP clothing lineup, and that would be a serious mistake. This high-visibility clothing was once again designed with rider safety as the primary concern, but wearing the well-cut and beautifully made pieces makes it immediately clear that safety doesn't come at the expense of comfort or quality. And with the addition of the Raceday line, which pairs race ready fits with a refreshingly clean aesthetic, it's clear that POC is dedicated to making the clothing that performs at the sport's highest levels as well. It's a story we expect to repeat itself—clothing and equipment that's driven in equal parts by a need for safety and a demand for products which riders simply love.

Since its founding, POC’s mission was clear: to develop protective gear that can save lives and reduce the severity of injuries. And with its objective determined, POC set out to revolutionize the world of protection, starting with gravity sports like alpine skiing and mountain biking.
 
First, POC had to reimagine the steps of the traditional design process. Cross-functional teams of doctors, engineers, materials experts, and specialists are consulted well before a product comes to the prototype phase. These teams examine the shortcomings of the market's contemporary products and address which areas of the body are the most ´susceptible to injury during a crash. And given that POC's native Stockholm is at the epicenter of health, medicine, and advanced product development, the brand finds itself at a natural advantage in the design process, with the results being superior helmets, goggles, and body armor.
 
A helmet like the Trabec embodies the fruits of this design principle. This helmet puts safety first by protecting the occipital and temple regions of the skull, which are common, serious points of trauma in a mountain bike crash. And after working with industrial engineers, POC created its own in-molding process that combines the strengths of the two most commonplace helmet technologies — hard shell and in-mold. POC helmets, like the Trabec, feature a PC shell that's mated with Aramid fibers and an EPS foam. Accordingly, the helmet is able to provide more protective coverage without sacrificing a low overall weight or ventilation. These helmets have come to represent the utmost in safety, comfort, and performance.
 
After achieving a swift dominance of the mountain market, it was only a matter of time until POC found itself entrenched in the world of road biking helmets. At first, it entered the market with a focus on aerodynamics, something that POC perfected with alpine ski helmets. It released the uncanny Tempor helmet to rave reviews and wind tunnel data that was almost unbelievable. And more recently, it's made waves in the pro peloton with the Octal and Octal Aero helmets, as well as with the retro-forward DO Blade sunglasses. With its road line, POC placed an extraordinary amount of importance on perfecting the trifecta of weight, aerodynamics, and comfort. So, it came as no surprise when Andrew Talansky won the 2014 Criterium du Dauphine wearing POC.
 
Today, POC is proving itself to never be one to rest on its laurels. Its design philosophy has expanded to include mountain bike and road bike clothing, producing triumphant innovations in fabric technology and design. It leaves us feeling resolute that, despite not knowing what the future holds, we’re certain that POC will be there pushing the envelope in order to keep us all safe.

Yeti Cycles

Funded by the sale of a 1928 Indian motorcycle and using a company name swiped from a sleeping bag brand, Yeti Cycles barely made a splash when began selling mountain bikes in 1985. But its founder John Parker always dreamed big, and Yeti's influence quickly outgrew its humble beginnings. The brand gained a diehard following thanks to a combination of a legendary race team and forward-thinking design. Fast-forward roughly three decades—while much has changed, Yeti's crew is still obsessively focused on building bikes they want to ride.  Building amazing bikes takes equal parts creative thinking, flawless execution, and rigorous development. Racing has been a key part of the development formula from the early days, when Juli Furtado, Missy Giove, and John Tomac were besting the competition on turquoise ARCs, to the present, with Jared Graves and Richie Rude are landing the SB6 on Enduro World Series podiums. But there's more to product development than winning races. Without a pioneering spirit, Yeti wouldn't have been chosen as Easton's partner in developing high-end aluminum bicycle tubing in the ‘80s. The same could be said for the C-26, which brought carbon fiber bicycles to professional-level racing in 1990.  This progressive spirit finds its way into every Yeti, regardless of its intended use. At the top of the technological food chain is a new suspension platform dubbed “Switch Infinity.” This technology is the lovechild of the World Cup DH proven 303 rail technology and the critically acclaimed Switch Link. Taking the best of both technologies, it’s not surprising that it has become the platform for Yeti's aptly named Super Bikes, the SB5 trail bike, and SB6 enduro bike. On the simpler end of the spectrum, the race-bred ARC cross country hardtail now boasts a lighter weight carbon construction, paired with legendary handling. If you need a bit of squish in your XC-racer, the ASR adds 100mm of race-tuned suspension travel to the ARC formula. And if you prefer simplicity and reliability, there’s the 575—an aluminum trail bike that's as no-nonsense as they come.  Whichever Yeti best fits your need, you can ride with confidence knowing that your new bike or frame is a perfectly built product of passion, and a descendant of one of mountain biking's most influential brands. But don’t take our word for it--ask a member of the ‘Yeti Tribe,’ members of which you can find at many a trailhead. Yeti's fans are notoriously fanatical, to put it mildly. Some love the iconic turquoise paint, while others respect the list of legendary racers who have flown the Yeti flag. But really, it's the bikes that keep the Tribe loyal to the brand. Next time you see a Yeti at the trailhead, ask the owner about it. Chances are, it's not their first Yeti, and there's more to that brand loyalty than simple nostalgia.

it's strange how a single color can evoke vivid memories, but when we see turquoise we'll always think of Juli, Missy, and Tomac and the looping stays of the Yeti ARC. They raced in the early days of NORBA under the wing of John Parker, the former owner and founder of Yeti Cycles. Birthed from capital acquired through the sale of a 1928 Indian motorcycle, and using a company name swiped from a sleeping bag brand, Yeti started small and dreamed big. They moved from California to the mountain biking mecca of Durango and injected a healthy dose of inspiration into their high altitude welds. They forged a long-term relationship with Easton that resulted in the advancement of their aluminum tubing technology. They were also carbon fiber pioneers -- their short lived, but storied C-26 experiment and the Kaiser thermoplastic downhill bike are just history now, but the foundation was laid for a re-emergence of carbon fiber when the time was right.  As fate would have it, Yeti fell into tough times, and nearly went the way of the dinosaurs. A few of the employees bought the company at the last minute because they cared about the products and family they'd created. They put their houses on the line to make it work, and then produced the bike we all needed -- the 575. A natural convergence of Yeti's XC and DH racing lineage, it's no surprise it's their best selling bike to date. Their modern carbon fiber creations are fine examples of a material whose time has arrived. Stiff, light and sexy as can be, still Yeti knows to build them tough enough to weather the rigors of real mountain biking. In light of their love affair with carbon fiber, some bikes are still better made of metal -- the DJ, AS-R 7, and 303R DH are still tig-welded from aluminum so you know they'll take a beating. In fact, Yeti bikes are real-world tested three times -- at the factory, a 3rd party lab, and once again at Yeti headquarters to make sure they're durable enough to carry you through your next race, ride, or adventure. There's something very telling about the fact that the employees were so enamored with the bike brand, that they couldn't stand to see it fail. Nicknames like Bubba, Griz, Sugar, and Stretch remind us that the Yeti Crew is simply a family of like-minded guys and gals who love bikes, building each with attention paid to even the smallest of details. Each derailleur hanger is imprinted with the Yetiman, our favorite furry bike icon. Their cable routing is so artfully done, with custom alloy cable clamps so tiny and well-placed, that you'll forget the bike is adorned with a mess of hoses and housing. And when you buy a Yeti, rest assured you'll be riding a bike with a (head) badge of honor, and its distinctive turquoise accents will earn respect from those in the know.

Yeti Cycles is a high-end mountain bike manufacturer. Find a wide selection of the latest Yeti Mountain Bikes, Frames, and Accessories at Competitive Cyclist. 

Funded by the sale of a 1928 Indian motorcycle and using a company name swiped from a sleeping bag brand, Yeti Cycles barely made a splash when began selling mountain bikes in 1985. But its founder John Parker always dreamed big, and Yeti's influence quickly outgrew its humble beginnings. The brand gained a diehard following thanks to a combination of a legendary race team and forward-thinking design. Fast-forward roughly three decades—while much has changed, Yeti's crew is still obsessively focused on building bikes they want to ride.
 
Building amazing bikes takes equal parts creative thinking, flawless execution, and rigorous development. Racing has been a key part of the development formula from the early days, when Juli Furtado, Missy Giove, and John Tomac were besting the competition on turquoise ARCs, to the present, with Jared Graves and Richie Rude are landing the SB6 on Enduro World Series podiums. But there's more to product development than winning races. Without a pioneering spirit, Yeti wouldn't have been chosen as Easton's partner in developing high-end aluminum bicycle tubing in the ‘80s. The same could be said for the C-26, which brought carbon fiber bicycles to professional-level racing in 1990.
 
This progressive spirit finds its way into every Yeti, regardless of its intended use. At the top of the technological food chain is a new suspension platform dubbed “Switch Infinity.” This technology is the lovechild of the World Cup DH proven 303 rail technology and the critically acclaimed Switch Link. Taking the best of both technologies, it’s not surprising that it has become the platform for Yeti's aptly named Super Bikes, the SB5 trail bike, and SB6 enduro bike. On the simpler end of the spectrum, the race-bred ARC cross country hardtail now boasts a lighter weight carbon construction, paired with legendary handling. If you need a bit of squish in your XC-racer, the ASR adds 100mm of race-tuned suspension travel to the ARC formula. And if you prefer simplicity and reliability, there’s the 575—an aluminum trail bike that's as no-nonsense as they come.
 
Whichever Yeti best fits your need, you can ride with confidence knowing that your new bike or frame is a perfectly built product of passion, and a descendant of one of mountain biking's most influential brands. But don’t take our word for it--ask a member of the ‘Yeti Tribe,’ members of which you can find at many a trailhead. Yeti's fans are notoriously fanatical, to put it mildly. Some love the iconic turquoise paint, while others respect the list of legendary racers who have flown the Yeti flag. But really, it's the bikes that keep the Tribe loyal to the brand. Next time you see a Yeti at the trailhead, ask the owner about it. Chances are, it's not their first Yeti, and there's more to that brand loyalty than simple nostalgia.

Hydro Flask

Find great deals on Hydro Flask bottles & accessories at Backcountry.com. Choose from a wide selection, including 18oz, 24oz, 40oz, narrow and wide mouth bottles. 

Hydro Flask - Narrow & Wide Mouth Water Bottles

Hyperice

Oakley

To call Oakley an industry leader is an understatement; Oakley has been reinventing the outdoor products we use for nearly 40 years. Oakley blends science and art to make eyewear, clothing, and accessories that routinely exceed the current standards for performance. It all started in 1975, when Jim Jannard had an idea to develop a motorcycle handgrip using an ergonomic design and a new, hydrophilic material that made the grips stickier with sweat. Immediately, pro riders noticed. Jim’s next design was the O-Frame MX goggle. Pros like Mark Barnett, Marty Smith, Johnny O‘Mara, and Jeff Ward championed its clarity and wide peripheral view. O-Frames put Oakley on the map, and it wasn’t long before Oakey’s sunglasses designed specifically for sport and goggles for ski, snowboard, mountain bike and BMX pursuits were showing up on the faces of professional athletes and fans alike. Oakley has revolutionized these industries with ground-breaking innovations in polarization, optical clarity, molding, materials, impact resistance, and fit. Radically new designs like the Blade, Razor Blade, and M Frame altered our expectations of how sport sunglasses should look and perform. In addition to advanced optics and industrial-strength protection, the cutting-edge design of Oakey eyewear is now enhanced with crystal-clear sound. Sunglasses and goggles with built-in MP3 and Bluetooth capabilities enable users to rock out and stay connected no matter where they are. Oakley has made innovative leaps in other categories as well. Its outerwear incorporates technology like Reversible Heat Storage, which was developed for the space program. Oakley’s Pro Rider series of jackets, pants, and baselayers was designed to meet the specifications of leading professional skiers and riders. Unlike traditional flat cutouts, Oakley sport clothing is designed with CAD/CAM digital sculpturing for perfect fit and comfort. This technology is also used in the design of its footwear to integrate all of the components of the shoe for a better fit. Oakely watches combine Old World craftsmanship with New World technology to deliver unexpected results. Even Oakley backpacks are famous for their design—at once sleek, stylish, and extremely functional. Since it was founded, Oakley’s approach has been both innovative and artistic; decades later, Oakley has been awarded nearly 600 patents, and its products are sold in over 100 countries worldwide. These innovations have earned Oakley a reputation for reinventing the products that we use every day; this reputation makes the iconic “O” logo as in-demand as any in the world.

Shop the best selection and greatest prices on Oakley goggles, sunglasses, snowboard jackets, & outerwear on Backcountry.com.

Oakley - Sunglasses, Apparel, & Accessories 

Oakley understands what it means go get out there and ride like it's your last day on Earth. that's why riders like Brian Lopes wear Oakley whenever they hit the trail. This isn't gear for roadies who happen to ride mountain bikes, this is gear for die-hard freeriders and downhillers who let it hang out on every ride and need gear that can keep up. 

To call Oakley an industry leader is an understatement; Oakley has been reinventing the outdoor products we use for nearly 40 years. Oakley blends science and art to make eyewear, clothing, and accessories that routinely exceed the current standards for performance.
 
It all started in 1975, when Jim Jannard had an idea to develop a motorcycle handgrip using an ergonomic design and a new, hydrophilic material that made the grips stickier with sweat. Immediately, pro riders noticed. Jim’s next design was the O-Frame MX goggle. Pros like Mark Barnett, Marty Smith, Johnny O‘Mara, and Jeff Ward championed its clarity and wide peripheral view.
 
O-Frames put Oakley on the map, and it wasn’t long before Oakey’s sunglasses designed specifically for sport and goggles for ski, snowboard, mountain bike and BMX pursuits were showing up on the faces of professional athletes and fans alike. Oakley has revolutionized these industries with ground-breaking innovations in polarization, optical clarity, molding, materials, impact resistance, and fit. Radically new designs like the Blade, Razor Blade, and M Frame altered our expectations of how sport sunglasses should look and perform.
 
In addition to advanced optics and industrial-strength protection, the cutting-edge design of Oakey eyewear is now enhanced with crystal-clear sound. Sunglasses and goggles with built-in MP3 and Bluetooth capabilities enable users to rock out and stay connected no matter where they are.
 
Oakley has made innovative leaps in other categories as well. Its outerwear incorporates technology like Reversible Heat Storage, which was developed for the space program. Oakley’s Pro Rider series of jackets, pants, and baselayers was designed to meet the specifications of leading professional skiers and riders. Unlike traditional flat cutouts, Oakley sport clothing is designed with CAD/CAM digital sculpturing for perfect fit and comfort. This technology is also used in the design of its footwear to integrate all of the components of the shoe for a better fit. Oakely watches combine Old World craftsmanship with New World technology to deliver unexpected results. Even Oakley backpacks are famous for their design—at once sleek, stylish, and extremely functional.
 
Since it was founded, Oakley’s approach has been both innovative and artistic; decades later, Oakley has been awarded nearly 600 patents, and its products are sold in over 100 countries worldwide. These innovations have earned Oakley a reputation for reinventing the products that we use every day; this reputation makes the iconic “O” logo as in-demand as any in the world.

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