For those just starting to buy gear, customer service and warranties are the most important thing you're buying. High-end backpacking gear is very unusual: It's the only industry I know in the USA where it is ASSUMED that the warranty is an "all risks lifetime". Middle-market stuff doesn't have this policy, e.g. Coleman. But most of the high-end companies do: I have a 22 year old Jansport pack that has has had every seam resewn, the frame completely replaced, the hipbelt replaced, all zippers replaced (you're asking what's left of the original? the fabric). Sierra Designs restuffed my old down bag after 13 years with 2# or so of quality goose down. Cascade Designs has patched my Therma-Rest (they don't fix for free punctures, but will do so for a fee), and Timberland replaced my $90 boots when they delaminated in the Smokies with $175 boots mailed to my next mail drop. ALL free. (North Face has similar policies) This is NOT uncommon...with the good stuff.
When you get gear, you can sometimes save money by buying middle-market or low end stuff. But consider this: Most of your gear is going to develope problems. "No questions asked" warranties save a HUGE amount of money for you, and makes it prudent to "name brand" with expensive companies like the ones above (and others). They ship free, usually, often without asking for returns first (you're on the trail, your boots start to blow out, are you going to send them back and wait a week for new ones?).
Tiny companies may have similar warranties, but may not be around in 10 years (and "lifetime", as I mention with my pack, MEANS lifetime...MINE!). Read the warranty info CAREFULLY first; it's the most important part of what you're buying.
The Weasel