Saga jacket getting "fuzzy" on some parts

I bought the new saga anomie scuba right before the ski season this year and have been noticing it is getting "fuzzy" on the sleaves and on some pockets. Wtf is this.
 
This is called "piling". Like ^ said it happens in friction areas with some materials. Primarily softer feeling outerwear materials. Its something we've been working on since the dawn of time to solve. It's a tough balance, soft comfortable feel with a potential to pill, or stiff crinkly feel and no piling. We think we are getting close to the ultimate solution as we've noticed this happening less and less over the years with our softer feel materials.

 
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