How Patagonia Can Win the War Against “Fast Fashion”
An idea to extend the lifecycle of clothes
The Introduction
If you’ve been following our blog, you may find this a rather unexpected fact: One of us has done about 25 runway fashion shows in Milan & New York, working for brands such as Ralph Lauren or Versace. Got your attention?
When talking about sustainability, though, high fashion brands were never able to draw our attention. Patagonia, however, has done so. And we have now realized why. The outdoor brand tells stories, unlike any other brand.
While North Face, one of their biggest competitors, has already collaborated with Supreme, Vans, Gucci, and more, Patagonia deploys a very different strategy. Instead of focusing on new drops and exciting collabs, they concentrate on the stories the clothes tell.
Patagonia has not only perfected storytelling but has also rooted it into its mission and purpose. Their iconic campaigns of “Don’t buy this jacket” or their second-hand shop “Worn Wear” are a perfect representation of their storytelling and brand identity.
But as you know us, we want to go one step further. We thought about what Patagonia could do to nudge their loyal consumer base to buy less. What they need is a one-way stop for…
