On sale, which is when I buy Assos (usually at 50% off last year's summer line this time of year) is the same price as new UA and the Assos stuff is engineered much better. In addition, the headquarters and the majority of the production/assembly occurs in the EU, which has super high labor costs (at least 2x the US), rather than Bangladesh or Thailand.

If I could have two UA garments made in who knows where or a single garment made mostly in the EU (regardless that the tech is better on the EU-made one), I'd choose the later every time.