Have you been to Patagonia‘s website recently? The brand founded by Yvon Chouinard is usually known for innovating in the way they create their clothing collection and the technology they put in it. This time, the innovation comes from the surprising way they communicate to us. Their message is clear ‘Don’t buy this jacket’. The reason behing the confusing message is the energy consumption used to produce the jacket. Patagonia explains that to make this specific jacket, the company used 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. When finished, this jacket left behind two-thirds its weight in waste!
Patagonia has always been very involved in protecting our environment. They are apparently not backing out, even if the price to pay is to sell less of their great outdoor clothing. The ad is a creative way to open our eyes and make us thing twice before getting something.
Learn more at Patagonia.com/CommonThreads.