American outerwear and activewear brand Patagonia released a film celebrating old, much-loved clothing as an ‘antidote’ to the shopping frenzy of the Black Friday and Cyber Monday sales. Entitled Worn Wear, the film looks at the stories tied to clothes and encourages people to celebrate and nurture pieces they already own rather than buying more.
From a National Geographic photographer to an organic farmer, the film features various people around the US and Mexico sharing their accounts of faithful Patagonia pieces that have been mended for an even longer lease of life. In addition to the film, Patagonia also hosted Worn Wear parties across a selection of US stores, where visitors could bring their Patagonia items to repair clinics for mending and reappropriating.
This brave stance against fast fashion relays Patagonia’s ethos of built-to-last quality, and subsequently works to further build trust with customers both old and new. The perils of fast fashion is a hot topic at the moment and one we’ve been looking at a lot; see Eco-Ethical-Sustainable in our Retail Industry Trend Future of the Store and upcoming film The True Cost for more.