This Black Friday, when every retailer on the planet is trying to get you to buy more stuff—mostly stuff you don't need—Patagonia is encouraging consumers to keep their wallets in their pockets and use the stuff they have.
To support its message, the company is releasing Worn Wear, a short film featuring Patagonia surf ambassadors, the Malloy Family.
The film takes you to an off-the-grid surf camp in Baja, Mexico; a family's maple syrup harvest in Contoocook, Vermont; an organic farm in Ojai, California; and into the lives of a champion skier, a National Geographic photographer, and a legendary alpinist. Worn Wear also features exclusive interviews with Patagonia founder Yvon Chouinard.
The film is an invitation to celebrate the stuff you already own, and to think about the quality of the life you’re living.
Worn Wear will be released online on Black Friday and in 15 Patagonia retail stores. Show up at one of the chosen public venues, and you’ll get to sample Patagonia’s new California Route beer made by New Belgium Brewery.
Patagonia’s new gear repair program also launches on Black Friday, in conjunction with iFixit. The companies are publishing a series of free repair guides, which include basic sewing lessons. So while you’re recovering on the couch from too much turkey and pumpkin pie, stitch up that old pack or jacket—and then go use them on Black Friday instead of shopping for new gear.