who needs a sweatshirt to last a lifetime? when was the last time you wore a 10yr old piece of clothing outside of your own house?
you buy $79 hoodies/shirts for the brand and current trendy design, not to pass on to your children.
Some good quality wool sweaters (bretagne or faroe) can be expensive, long lasting, and without current trendy design.
Most modern clothing is not made to last. See also cstross's comment about clothing cost and quality here (http://news.ycombinator.com/item?id=1622503)
I happily agree that 'added value' is mostly nonsense in the form of brand names or trendy design, and not in excellent quality materials and manufacturing.
Based on the article (which does seem biased), these sweatshirts are a throwback to the days when you would buy things and expect them to last. The fancy Kitchenaid standing blenders used to be durable as hell and just keep working. The newer ones are made a lot more cheaply, and while they last longer than some other kitchen appliances, they're a far cry from their original model... without any significant improvement in features.
Our manufacturing mindset was originally about durability and quality. Cheap labor and cheap materials led to a shift into replaceable, cheaper goods. But as materials/labor get more expensive, hopefully we'll see more of a shift to making quality, lasting goods again.
I hope I clarified my opinion a bit, I'm not against quality, I just doubt it will work in the long run for the reasons above.
Exceptions are for things like food and toilet paper.