Patagonia doesn’t want your business

On Black Friday Patagonia ran a full page ad in the New York Times doing the inverse of every other retailer in existence, they told people not to buy their R2 jacket. Not content to just say that, they went on to tell readers exactly why they shouldn’t make the purchase listing the shockingly high environmental impact of each R2 they produce. It’s a bold move centering around their Common Threads Initiative aiming to get consumers to Reduce, Repair, Reuse, Recycle, and Reimagine.

While the campaign and initiative are ripe for calls of hypocrisy, Patagonia hasn’t been shy in proactively  the legitimate claim. It’s an interesting play by a company that truly does seem to care about the environment (as much as a for-profit manufacturer can). I think it’s a bold step forward for the outdoor industry that potentially sets a new benchmark and a line in the sand for other companies pledging a green agenda. What do you think? Is Patagonia walking the walk or just grabbing attention?

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