Patagonia goes and does it again with the release of this short snow film Last Light by Sweetgrass Productions.

Filmed in the Glacier Bay National Park near Haines, Alaska, it features riders Stephan Drake, Forrest Shearer and Johan Jonsson on a mission for some big---okay, huge-- lines.

Surrounded by the majestic peaks of Alaska, The Sweetgrass team witnessed the magical phenomenon of the extraordinary light conditions known as "alpenglow".

Here's what the crew said of the experience, "an undeniable magic... the final seconds of a day's light that give the mountains impossible texture and life before falling into shadow."

See for yourself why the Last Light may just be the best light.

Do yourself a favor and expand to full size and watch in HD.

Patagonia took out a full page ad in the New York Times over the infamous Black Friday shopping craziness that stated simply "Do Not Buy This Coat" while seeming counterproductive there was and is a method to their madness.

The ad is all part of their Common Threads Initiative, where they encourage customers to 'Reduce, Repair, Reuse and Recycle' now why would a company that depends on consumerism say such a thing? They just want to make people think first .

"Customers need to think twice before they buy.CTI was created to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality."

Well this was not a new tag line for Patagonia, they also used the line "Don't Buy This Shirt" several years ago in a catalog essay.

So why be so bold to say something that would seem bad for business?

"We're in business to make and sell products. Everyone's paycheck relies on that. Moreover, we are a growing business, opening new stores and mailing more catalogs. What do we tell customers who accuse us of hypocrisy?
-It's part of our mission to inspire and implement solutions to the environmental crisis.

"Everything we make takes something from the planet we can't give back. Each piece of Patagonia clothing, whether or not it's organic or uses recycled materials, emits several times its weight in greenhouse gases, generates at least another half garment's worth of scrap, and draws down copious amounts of freshwater now growing scarce everywhere on the planet.

To Read More of the Mission Statement and To take the pledge Go Here

Put simply: Reduce what you buy. Repair what you can. Reuse what you no longer need. Recycle what's worn out. Reimagine a sustainable world.

Watch Vid below: Produced by Dokument Films.

To do what you love for a living, that's what we all strive for, right?

Patagonia releases another short film in their series "preOccupations" on Scott Soens a well-known surf/music/all around badass photographer and cinematographer, doing...just that.

In this episode, the much-recognized photographer Scott Soens tells us what inspires and motivates him. The visuals, meanwhile, cover all the in betweens, and demonstrates why he's known for such brilliant work. -"The cameras have changed but the end goal is to inspire people and to make people happy."

Soens's background is that he "swam with sharks" in the corporate world as an assistant to photographer Bruce Weber and when he had enough being treated as less than, It was said he gave the figurative middle finger, packed his bags for a surf trip to Costa Rica and branched out on his own. I think we can all say, we are happy that he did.

Directed by Chris Malloy and filmed by Jason Baffa.

Patagonia ski ambassador JD Hare heads into British Columbia's Tantalus Range to see if the line he's been eyeing on Alpha's prominent shoulder will go. Watch video HERE.