{"title":"First Ascent","description":"\u003cp class=\"isSelectedEnd\"\u003e\u003cspan\u003eExplore the \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eFirst Ascent\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e collection, South Africa's leading outdoor and adventure brand, trusted by hikers, runners, cyclists, campers, and outdoor enthusiasts since 1989. First Ascent combines innovative technology, premium materials, and durable construction to help you conquer every adventure with confidence.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"isSelectedEnd\"\u003e\u003cspan\u003eShop our range of \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eFirst Ascent jackets, fleece tops, hiking shirts, thermal base layers, running apparel, cycling clothing, backpacks, sleeping bags, outdoor accessories, and technical gear\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e for men and women. Whether you're tackling mountain trails, camping in the wilderness, cycling long distances, or simply embracing an active lifestyle, First Ascent delivers exceptional comfort, protection, and performance in every season.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eDiscover high-quality outdoor clothing and equipment engineered to withstand South Africa's diverse conditions. Find the latest First Ascent gear and prepare for your next adventure with apparel and equipment built to perform wherever your journey takes you.\u003c\/span\u003e\u003c\/p\u003e","products":[{"product_id":"first-ascent-mens-nueva-long-sleeve-shirt-pewter-blue","title":"First Ascent Men's Nueva Long Sleeve Shirt","description":"\u003cp class=\"isSelectedEnd\"\u003e\u003cspan\u003eTake on every outdoor adventure with confidence in the \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eFirst Ascent Men's Long Sleeve Technical Button-Down Shirt\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e. Designed for hiking, travel, camping, fishing, and everyday exploration, this performance shirt delivers lightweight comfort, breathable protection, and all-day versatility.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"isSelectedEnd\"\u003e\u003cspan\u003eMade from a technical, mesh-like fabric, it promotes excellent airflow to help keep you cool and comfortable during active pursuits. The moisture-wicking, quick-drying construction efficiently manages perspiration, while the long sleeves provide added coverage for enhanced sun protection and cooler weather conditions. A classic collared neckline and button-down front create a timeless look that transitions seamlessly from the trail to casual everyday wear.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"isSelectedEnd\"\u003e\u003cspan\u003eWhether you're spending long hours outdoors or looking for a comfortable technical shirt for travel, this long sleeve design offers the perfect combination of functionality, durability, and style.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eKey Features\u003c\/span\u003e\u003c\/h2\u003e\n\u003cul data-spread=\"false\"\u003e\n\u003cli\u003e\u003cspan\u003eLightweight technical performance fabric\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eBreathable mesh-like construction for superior ventilation\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eMoisture-wicking technology keeps you cool and dry\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eQuick-drying material for lasting comfort\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eLong sleeves provide extended coverage and added sun protection\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eClassic collared neckline with full button-down front\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eComfortable fit designed for unrestricted movement\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eIdeal for hiking, camping, fishing, travel, and everyday outdoor wear\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003e\u003cspan\u003eWhy You'll Love It\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cspan\u003eThe \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eFirst Ascent Men's Long Sleeve Technical Button-Down Shirt\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e is built for outdoor enthusiasts who need dependable performance without compromising on comfort or style. 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