While many clothing companies chase trends and aim for sky-high sales, Patagonia - which has made Earth its sole shareholder - swims against the tide.
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00:00We keep talking about the notion of, how do we become more responsible?
00:04How do we look at sustainability in a different way?
00:06And I think the reality is that the way the climate crisis continues to accelerate and
00:12the way that we're pacing in order to achieve our targets is very scary.
00:15And I think the way that brands are reacting in terms of what they're making,
00:20how they're instilling quality, how they're having a relationship with
00:24our customer in terms of what they buy, why they buy, where they buy.
00:29And thinking about quality as part of the narrative on the onset needs to be reinforced
00:34because there's too much, I'd say, product that's being made for obsolescence.
00:40Fast fashion plays a role.
00:43Knowing the impact that the apparel industry has, 10% of all CO2 emissions come from apparel.
00:48And so literally, how do we educate our customer to buy less, buy better,
00:54choose quality, extend the life of the products that they own?
00:57And in many cases, the most responsible product is the one they already have.
01:01How do they repair it?
01:02How do they care for it?
01:03And how do they extend the end use?
01:05We have a campaign running right now called Unfashionable.
01:08And essentially, where we are reinforcing our values that our product are built for years,
01:13not for seasons.
01:14We're not chasing the latest trend.
01:15We're not chasing the latest craze or something that's happening in terms of
01:19color or print or pattern or influencer.
01:22That's not what we're about.
01:24And the impact that the fast fashion industry is having on designing for
01:27obsolescence at the onset to chase the trend is destroying the planet.
01:32We often say that we don't call the fashion industry out.
01:34We want to call them in.
01:36How can we educate them and help them make this transition to being more responsible
01:40and instilling more of a quality mindset into the things that they're making?
01:44And fashion can exist in a responsible way if they're thinking about it in terms of
01:48minimizing their impact and being more responsible as it relates to their supply chain
01:53and what they source and why they make what they do.
01:56And that longer relationship with the customer is an opportunity for them.
01:59We know that customers align with brands that also are symbiotic with their own values.
02:05And so being transparent about what we do, whether it's in product or it's product activism
02:10or our sports or in viral activism, those things are really important in terms of
02:14making sure the customer knows that there's an opportunity for them to engage.
02:18One, it's what they buy and how they buy.
02:20But then two, how do they, as we say, how do we get our customer on this activism journey
02:26to want to be involved in saving the home planet?
02:29And that can start with consumption, but it can also start with action.