We weren't kidding about Patagonia trying to get its customers to buy fewer clothes! The company just announced its latest Common Threads Initiative which incorporates the 4 Rs: reduce, reuse, repair and recycle. Patagonia is already reducing waste by recycling and reusing old fabrics but the next step will be to offer customers a chance to repair their damaged clothing. No need to toss out that $400 jacket just because the zipper broke. Details about the plan have yet to emerge but clearly this is some sort of reverse psychology business move because Yvon Chouinard is convinced that this move will "increase [the company's] business like crazy."
Trehugger.com
TriplePundit
Patagonia
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