The advertisement 'Don't Buy This Jacket' by Patagonia, which was published on Black Friday 2011 in The New York Times, was a bold and unconventional move by the outdoor clothing company, aimed at combating consumerism and promoting sustainability. The ad featured a prominent image of one of their jackets with the text 'Don't Buy This Jacket' underneath it, alongside the slogan "The common thread between everything we make is less."
Several aspects of the jacket's production were highlighted, including the 36 gallons of water used (enough to meet the needs of 45 people for an entire day), the 20 pounds of carbon dioxide generated (24 times the weight of the product), and the amount of waste created (2/3 of its weight in waste).
The environmental damage caused by consumerism is exacerbated by the rise of fast fashion companies. Patagonia is one of the few companies that has remained loyal to its vision in an industry where profit is often prioritized over ethics. Many clothing companies have started sustainability programs recently, but none has integrated this philosophy since Patagonia's founding in 1973.
The company initially manufactured climbing equipment but changed its philosophy to focus on environmentally responsible products when its founder, Yvon Chouinard, realized that his climbing tools were damaging rock surfaces. Since then, Patagonia has evolved into a $600 million company with over 50 stores worldwide, including six in Europe. However, it has sought to remain loyal to its environmentally friendly ethos, using organic cotton and recycled polyester in its products and encouraging consumers to consider the environmental impacts of their purchases.
The purpose of this provocative advertisement was to raise awareness about the environmental cost of consumerism and to promote, through the 'The Common Threads Initiative', the "Reuse, Recycle, Repair, Reduce, Reimagine" initiative before buying a new jacket. Patagonia sought to encourage customers to think twice before purchasing new products. The advertisement also highlighted the company's commitment to producing durable and high-quality products designed to last, as opposed to the "disposable" nature of many fast fashion products.
The advertisement sparked discussions about conscious consumption, with the company using this message to reinforce its image as an environmentally friendly and socially responsible that above all desires to reduce its ecological footprint.
Even if the advertisement didn't do what it was supposed to do (sales increased by 30% after the campaign), it brought attention to a particularly sensitive issue.