EMS is popular in my parts. In fact it is the only real store available for backpacking gear. Quite a few of my friends get their gear from EMS. As others said, the fit is most important. I am not sure who actually designs/manufactures the EMS branded gear as EMS is a store not a manufacturer. If you are worried about quality of brand, EMS is quite respectable. An example, a friend brought in a pack that she has used (abused) for at least 5 years. Since it was an EMS pack they did repairs on the pack in-store at no charge. They also helped her fix a problem with her stove (not EMS brand).