The Shift
The Old Way: Planned Obsolescence and Constant Consumption
The fashion industry profits by making clothes that wear out quickly and convincing consumers to buy new items constantly.
- Fashion produces 92M tons of textile waste annually
- Average garment worn only 7 times before disposal
- Repair culture has been lost in developed countries
- Marketing drives artificial demand for newness
The New Way: Make It Last, Then Take It Back
Build the most durable products possible, repair them for free, buy back and resell used items, and tell customers to buy less.
- Worn Wear program repairs 100K+ items yearly for free
- 72+ repair centers globally plus mobile repair trucks
- Resale platform for used Patagonia items
- Ironclad Guarantee covers repairs for life
The Story
Founded in 1973 by Yvon Chouinard, a climber who started making gear because he couldn't find what he needed. In 2022, he gave away the company to a climate trust.
Patagonia is an outdoor clothing company known for environmental activism and sustainable practices.
Proof Points
Garments repaired through Worn Wear annually
Global network of repair facilities
Don't Buy This Jacket campaign actually increased sales
Company given to climate trust in 2022
Deep Dive
Innovation
Patagonia's Worn Wear program treats repair as marketing. Every free repair creates brand loyalty and demonstrates quality. The 2011 Don't Buy This Jacket ad paradoxically increased sales by building trust.
Circular Model
The company designs for durability, repairs for free, buys back used items, and resells them. They're trying to slow down the consumption cycle while building business value.
Community Impact
In 2022, Yvon Chouinard transferred ownership to the Patagonia Purpose Trust and Holdfast Collective, ensuring all profits (~$100M/year) go to climate causes.
Business Results
Patagonia generates approximately $1.5B in annual revenue. The Worn Wear program creates customer lifetime value that exceeds repair costs.
Key Takeaway
The ultimate competitive advantage might be earning so much trust that you can tell customers NOT to buy from you—and they buy more.
Founder Pathway
Building a quality apparel brand requires significant investment; Patagonia took decades
Global supply chain compliance, textile regulations, B Corp certification