The brand is relatively unknown to me, but the specifications was convincing enough for me to buy. Nice looking psu (orange might not work for every custom rig) and although it is non modular, the sleeved cables are nice and soft. Just a thing or two about this psu, the 4+4pin motherboard connector is blue, the gpu connectors is red and lastly the gpu connector pins (two 6+2 pins) are on the same rail. It would have been nice to see two separate gpu cables and all around black connector pins. Other than that, great psu at a great price.