Patagonia has always had a great environmentally conscious perspective which I appreciated. The one thing I felt was missing was an emphasis on keeping and using your Patagonia gear rather than buying the new stuff just because it was new. I received an email this AM from Patagonia with the image above in it. Which is heading down the direction of promoting continued use and reuse – so thumbs up!
If anyone at Patagonia is listening the next step is to devote 1/3rd of the big glossy images in your catalogues, website and store displays to outdoor enthusiasts doing their thing in 2012 wearing 90’s & 00’s Patagonia gear. Don’t just talk about making good use of your gear – make it cool by showing state of the art climbing, biking, surfing, kayaking, etc…achievements that are accomplished with 10-20yrs old gear.
Challenge Patagoniacs to wear out their gear. It won’t be the best decision for your profits, but it will be good for your soul…=-)