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Patagonia to Holiday Shoppers: ‘Don’t Buy This Jacket’
November 29, 2011
While other brands urged consumers to shop, shop, shop on Black Friday and Cyber Monday, Patagonia took the opposite tack, running a full page ad in the New York Times that pictures one of its signature fleece tops and the bold headline: “Don’t Buy This Jacket.”
The message, which also appears on the home page of the Patagonia website, is a continuation of the company’s Common Threads campaign that asks customers to reduce unnecessary consumption of its own products.
The Times add goes on to explain the company’s unconventional stance, and is worth repeating:
It's Black Friday, the day in the year retail turns from red to black and starts to make real money. But Black Friday, 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.
Because Patagonia wants to be in business for a good long time -- and leave a world inhabitable for our kids -- we want to do the opposite of every other business today. We ask you to buy less and to reflect before you spend a dime on this jacket or anything else.
Environmental bankruptcy, as with corporate bankruptcy, can happen very slowly, then all of a sudden. This is what we face unless we slow down, then reverse the damage. We're running short on fresh water, topsoil, fisheries, wetlands -- all our planet's natural systems and resources that support business, and life, including our own.
The environmental cost of everything we make is astonishing. Consider the R2 Jacket shown, one of our best sellers. To make it required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60 percent recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste.
And this is a 60 percent recycled polyester jacket, knit and sewn to a high standard; it is exceptionally durable, so you won't have to replace it as often. And when it comes to the end of its useful life we'll take it back to recycle into a product of equal value. But, as is true of all the things we can make and you can buy, this jacket comes with an environmental cost higher than its price.
There is much to be done and plenty for us all to do. Don't buy what you don't need. Think twice before you buy anything. Go to patagonia.com/CommonThreads or scan the QR code below. Take the Common Threads Initiative pledge, and join us in the fifth "R," to reimagine a world where we take only what nature can replace.
Bart King is a PR consultant and principal of Cleantech Communications.