Patagonia, a world-leader in sustainable outdoor gear and clothing, has introduced at New York Fashion Week a “Common Threads Initiative”, aiming to reduce unwanted and unnecessary consumption of resources and pollution.
Patagonia is inviting customers to take this pledge:
“Patagonia on its end agrees to build useful things that last, to repair what breaks and recycle what comes to the end of its useful life. Consumers, fulfilling their part of the pledge agree to buy only what they need (that will last), repair what breaks, reuse (share) what they no longer need and recycle everything else.”
Patagonia is also taking a pledge to reduce, repair, reuse, recycle and reimagine their products. They’re doing the last thing you’d ever expect a company to do – actually asking customers to buy less of their product as a way to eliminate waste. They are even encouraging gear repairs rather than replacements, and providing the necessary resources and materials to help consumers use less.
The fact that the company is taking this initiative during an economic recession speaks volumes about their dedication to the environment, and their willingness to maintain a transparent relationship with their customers.
“This program first asks consumers to not buy something if they don’t need it,” founder Yvon Chouinard said in a statement. “If they do need it, we ask that they buy what will last a long time – and to repair what breaks, reuse or resell whatever they don’t wear any more. And, finally, recycle whatever’s truly worn out.”
“Nothing wearable should be hoarded; useful things should be in circulation. Reuse what you no longer need, whether you’ve given up climbing or no longer wear brown. Donate unused clothing to a charity or sell them through the Patagonia Common Threads Initiative site on eBay or on our website, (where you can also buy used rather than new, eBay handles the purchase).”
This is a mind-blowing statement to hear from a company that sells a consumer product. Do you think other companies will follow suit, or will this stay a one-of-a-kind movement with Patagonia?