Actually, they're asking £499, which is an *interesting* price point when a Pike Brothers one can be had for half the price. But ELC do seem to have jacked their prices up considerably of late - I see they're asking £500 for a pair of military combat boots. I'm really not their target customer, so I'm not that bothered, but I feel a bit sorry for the poor guys who are now finding themselves priced well out of the brand.
I don't understand it really, tbh, but I noticed that Charles managed to slip a price rise announcement for Real McCoy clobber into his NASA posting, so maybe it's a niche-wide thing, but I'll be interested to know how much of an increase it can take before things go pear-shaped. Perhaps this is a game only for hipster trustafarians or hedge fund managers in full mid-life crisis mode?