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Patagonia’s thoughtful anti-Black Friday campaign goes viral

You might have stumbled upon a clever marketing campaign from Patagonia over the weekend. The initiative from the American outdoor brand is named Buy Less, Demand More and hopes to inject some sustainable habits to its consumers, to halt fashion’s damage on our planet. Patagonia campaign manifesto reads:


We’re all screwed
So don’t tell us that we can imagine a healthy future
Because the reality is it’s too late to fix the climate crisis
And we don’t trust anyone who says
We need to demand a livable planet
Because we don’t have a choice

(Now read this bottom up).

The text was printed on posters that were plastered all around the world and took up full pages in some of the world’s biggest newspapers. Patagonia timed this campaign just before Black Friday, and the clever text takes a stand against the fashion world’s huge impact on global warming.

— We really believe that Black Friday, as a concept, is really unhealthy to our health and global health. The idea of consuming for the sake of consuming is completely opposite of where we need to go as a society in order to rein in our carbon footprint and be able to make a positive impact on this immense climate issue that we’re dealing with, Jenna Johnson, head of Patagonia, told InStyle.

At the same time, the campaign has received its share fair of criticism. It’s not the first time that Patagonia has been accused of greenwashing, and the Buy Less, Demand More campaign is no exception. Many people are taking to social media to question Patagonia’s way of shaming a fashion industry they are very much a big part of. The Harvard Business Review also writes that the buy less-call also can make for the opposite, and create a bigger revenue for Patagonia.

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Patagonia’s new tags go viral via hidden political message

Earlier this week, the American outdoors brand gained a lot of attention on Twitter after people started noticing a hidden message on the backside of their Patagonia clothes’ tags. On some of the tags, the text ”VOTE THE ASSHOLES OUT” could be seen if you turned the inner tags around.

According to Vogue, Patagonia founder Yvon Chouinard himself made sure the tags we’re arranged for various pieces.

— Yvon has been saying ‘vote the assholes out’ for several years. It refers to politicians from any party who deny or disregard the climate crisis and ignore science, not because they aren’t aware of it, but because their pockets are lined with money from oil and gas interest, says Tessa Byars, a Patagonia spokesperson to Vogue.

It is not the first time that Patagonia gets politically involved, the brand supports environment activists and has various sustainability projects running. Like the self-imposed Earth tax that started in 1985, where the brand pledges 1% of sales to the preservation and restoration of the natural environment.