Patagonia raised eyebrows with its Black Friday/Cyber Monday message this year — “Don’t Buy This Jacket” — including taking out a full-page ad in the New York Times.
It’s all part of the brand’s Common Threads initiative, which promotes sustainability and avoiding waste. The message: “Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We’re now using the resources of one-and-a-half planets on our one and only planet.”
As explained on the brand’s Cleanest Line blog, “It’s time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.”
Below, learn more about the initiative including Patagonia’s partnership with eBay to promote Common Threads.[more]
The Common Threads Initiative “aims to close the loop on the product life cycle – to make old clothes into new and keep them from ever reaching a landfill or incinerator. Reduce what you buy. Repair what you can. Reuse what you no longer need. Recycle what’s worn out. Reimagine a sustainable world.”
In September, eBay and Patagonia partnered to launch the Common Threads Initiative store on eBay. The co-branded web store launched many firsts in the retail world and on eBay, and it also made quite a statement around sustainability and extending the life cycle of Patagonia gear.