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.
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.