If you are using ground bits (i.e., ground by hand) any HSS or cobalt steel from a reputable supplier will work. I don't even consider the brand. J&L/MSC, PTS, Rutland (if still in SOCAL), etc. will have American and European cutter stock.
If you use carbide inserts, get good 3/8" holders - 1/4 IC inserts - (Kennametal, Borite, etc.; there are lots of good brands.) and good inserts. McMaster is not too bad, but I generally wait for sales at JL/MSC or others to stock up. I have a lot of Interstate brand from J&L; they are inexpensive and work fine. I don't really have an opinion on coated inserts for general machining. For threading I tend to go with coated Kennametal. Probably >90% of your work can be done with just a LH and RH cutter, but you do need both.
Don't get too caught up in the different grades of carbide offered. There is a bewildering number available. Remember, they are for production machines making 1000's of the same part. McMaster has a nice, simple description:
McMaster-Carr
If you get a general purpose grade for steel, it will work with anything you will be doing. If most of your work will be non-ferrous, then get a non-ferrous grade. It will still cut steel on the few occasions you need it. That's how I get my nicely sorted and organized inserts mixed up.
I doubt a hobbyist can tell the difference. The most important things at our level for good finishes are speed, feeds, alloys, and coolant or lack thereof (many aluminum alloys cut great without coolant when using carbide).
John