On December 16, Patagonia launched an apparel-rental program at its new Denver location. In partnership with Awayco, an online gear-lending service, Patagonia will offer ski- and snowboard-apparel rentals at the Denver store, reducing customers’ carbon footprints and spending (while also saving space in their closets). This is the latest development in the brand’s push to reuse and upcycle its products, following the opening of a Worn Wear pop-up shop and the debut of its ReCrafted Collection last month. Customers can reserve clothing on Awayco.com, pick it up in Denver, then return it after their final runs at any of the several area resorts. Patagonia jackets, midlayers, bibs, and backpacks for adults and children are available for $20 to $40 per item per day.
“There are so many people that do one ski or snowboard trip a year but still want good gear,” says Jenna Johnson, vice president of Patagonia’s technical outdoor business. “Renting is an amazing opportunity for people to still get high-quality gear but not have to invest in something that is going to be sitting dormant for 80 percent of the year.”
Awayco, founded in 2018, partners with 200 retail locations, coffee shops, and hotels in 32 countries, offering hard goods for surfing, stand-up paddleboarding, mountain and road biking, and snow sports. Through rentals, the company aims to limit overproduction and make it easier for adventurers to travel light, says Chris Booth, Awayco’s vice president of digital. Its partnership with Patagonia is the company’s first foray into apparel. “Patagonia is showing consumers a new way to be outside and a more conscious way to consume,” Booth said. “We are in the exact same business.”
Patagonia’s rental apparel is offered in various sizes and colors at a fraction of the gear’s retail price. The women’s PowSlayer Jacket (which costs $699 to purchase) and the men’s SnowDrifter Jacket ($399) will both be available for $30 to $40 per day, depending on whether you’re renting for a short or long period of time. Booth and Johnson’s hope is that these new Patagonia items will become shared resources for both tourists and locals, reducing the amount of gear that people buy and only use a few times. The program also gives customers a chance to try out gear before purchasing. Although the rentals aren’t available for purchase, a portion of the rental fee (the exact amount has yet to be determined) can be applied to purchases of gear at the Denver store.