Style, quality, and comfort. I have about 15 gis from many different brands but none of them fit as comfortably as my nine lives gis. Super comfortable and the design and style behind the art and theme of each gi is always on point. I really dig the thought they put into each series and the subtle details you will find in each one. They also get a lot of compliments by my teammates and friends, especially they more artistic ones. I have over a year of hard rolling on 2 nine lives gis and they are holding up great, they have actually become more comfortable over time as they seem to be just broken in. With an entire closet full of gis I get caught up wearing the same 3 nine lives gis all the time, they are without a doubt my favorite and I’m excited to see what comes next in their lineup. If you are considering buying one of these gis I would go for it! They might not be $50 on Amazon but this is one of those get what you pay for type of deals, although they are very reasonably priced in the gi world. I probably sound like a salesman for nine lives but I am honestly just excited to have found a consistently comfortable and durable gi that fits my style so well and want to see them continue making nice stuff so I figure I should do my part by sharing my experience.