What's old is new again, as they say. There has been no better example of this than Patagonia's rise to the forefront of the fashion set. We've covered the fact that the brand has become cool again but The New Yorker dove a bit deeper into the company and how it has succeeded without really trying.

The brand's latest effort was a nationwide road trip in a small camper selling used Patagonia pieces and repairing outdoor gear. It wasn't moving crazy amounts of product—around 2,100 pieces sold over the course of the six-week road trip—but it was about the message of the brand. It focused on anti-consumerism, which is pretty much the polar opposite of how we function at Four Pins. We are the hyper consumer. But Patagonia wants you to buy fewer things on impulses and go for the value purchase. "Buy better, buy less" as many have said. Yet, the company has seen crazy growth with such a farfetched philosophy. The company regularly points to consumerism as a huge problem that has led to other issues like climate change and pollution and doesn't back down from the message. Now, it sells secondhand Patagucci gear in its Portland, Oregon store and has invested in efforts to reduce new purchases through swapping or repairing old Patagonia items. The company backs up its claims with actions and it has led to good business—even though the company isn't sure if that's a good or bad thing. After all, it wants people to buy less. Either way, the story is a great look at how Patagonia has walked the walk as of late.

[Photo via Simplicity.ca]

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