Agree to a degree. Things like waterproof leggings; baselayers, gaiters, socks can be got safely from non fashionable brands. Boots on the other hand, I believe, are worth paying for and I feel that the quality of some household names is going south ( deliberately or otherwise). Got some Altberg Tethera recently and they retain a quality feel. Sacks can be hyped up a bit too much; as can waterproofs. The best jacket I ever had was a Trespass DLX ( bit heavy and didn't pack down too small but was solid and took me through some rough stuff).
If you only take one fleece make it a good one. Got a Montane Volt for 90 pounds; best investment I ever made on walking gear