Sustainability through longevity and activism.

California based Patagonia is the largest private owned company in the outdoor industry. It was founded in 1973 by Yvon Chouinard with the mission to produce the best products with the least environmental impact possible. Patagonia aims to achieve greater sustainability through a programme based on the following four points: Reduce, Repair, Reuse and Recycle. The brand strives to produce long lasting products in order to reduce the need for constantly new clothing.

Patagonia motivates customers to repair their own clothing, providing online repair instructions. On their platform you can sell refurbished Patagonia items or have them recycled. Patagonia stands up against brands that deliberately make repairs more difficult in order to generate new purchases. The brand supports an activist approach, leading many grassroots initiatives for the environment.