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On November 25, 2011, outdoor clothing company Patagonia took out a full-page ad in The New York Times with the headline: “Don’t Buy This Jacket.” Though some cynics saw the headline as a publicity stunt by a high-priced brand that many people can’t afford, it is in the details of the ad that we can find clues about the kind of culture Patagonia has and that inspired such an ad in the first place.
In the body copy of the ad, Patagonia did something most other companies would consider unthinkable. They explained, in plain language, the environmental cost of making their product, in this case the bestselling R2 Fleece. The copy read:
“To make this jacket required 135 liters water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste.”
“There is much to be done and plenty for us all to do,” the ad concludes. “Don’t buy what you don’t need. Think twice before you buy anything. … Join us … to reimagine a world where we take only what nature can replace.
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