Sick-for-it-itis

This is used to describe people who exclusively use Sitka branded gear, and think they are better than everyone else because of it. Sitka's motto, "sick for it" is a common hashtag people use on social media when posting about Sitka gear, hence the disease "Sick-for-it-itis" . People that suffer from this disease are usually cocky, and look down upon others because they spend thousands of dollars on mediocre, at best, gear.