Fashionistas of the world are descending upon New York City for Fashion Week. A week of runways filled with top models showcasing the latest trends in clothing. While this is generally considered a time for consumers to buy – buy the newest, latest and greatest from their favorite designer, one clothing company is taking a different approach. Patagonia’s message to consumers this Fashion Week is to buy less and buy used.
Yesterday, Patagonia announced the Common Threads Initiative.
"The Common Threads Initiative addresses a significant part of today's environmental problem – the footprint of our stuff," notes Yvon Chouinard, Patagonia's founder and owner. "This program first asks customers to not buy something if they don't need it. 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. We are the first company to ask customers to take a formal pledge and be partners in the effort to reduce consumption and keep products out of the landfill or incinerator." Source: Patagonia
Patagonia is partnering with eBay to help advance this initiative. When a customer lists a Patagonia product for sell on eBay, they will be asked to join the Common Threads Initiative. In turn, Patagonia will ensure that they manufacture products to last – clothing that can last through the hand-me down or other reuse cycles.
Despite Patagonia’s public face on the eBay partnership, the company will not receive any profits generated from the storefront. Instead, this is an information campaign to help consumers reduce their consumption and consider reuse before purchasing new. This is my type of Fashion Week news!