Outdoor brands Carhartt, Cabela’s and REI were recently featured in the movie 12 Strong. The movie follows a US Special Forces team into the cold mountains of Afghanistan in the weeks after the September 11th attacks of 2001. During this time, US Special Forces apparently were not equipped with cold weather gear. Only the Army’s 10th Mountain Division had such gear, and they didn’t really want to share according to movie dialogue. So the Defense Department bought off-the-shelf civilian gear for the hastily deployed unit.