Things can change.
I don't remember Swanndri being very widespread in the UK until a certain Uncle Mears started wearing it and then overnight - abracadabra - a clone army of 10'000 little bushcraft goblins all wearing a copy-n-paste image of Ray.
Same with the Hat fetish that apparently had been quietly simmering under the social custard skin.
Fjallraven trousers also were an unknown until the disease of idolization became endemic.
Rohan were BIG back in the day , but not so much now - again practical clothing that has fallen off the radar but still good.
I would imagine Mr Fogle knows enough people in the showbiz world to secure some well placed ' gifts ' that will appear on various shows of charismatic social influencers.
Give it time.