I usually stick with the cheap tubes, I have seen them drop as low as $2.25 at the store close to here from the 4.25 regular price. Cant really beat that especially when the LBS charges about 6-9$ a tube.
Their in house brand of "under armor" isn't terrible either. I have a few of the long sleeved shirts that so far have served me through about 2 years of commuting 4x a week. I got lucky and found a good pair of bike shorts there under the "in-sport" name I think it was a fluke because i ahvent seen any more of the same design since.
They also have the 3M reflective tape that I used on the commuter and I found a set of Bell semi slick tires that are pretty bombproof. I just switched them out after about 4 years of use on the mtn bike.