Last week, Patagonia challenged other fashion retailers with their Common Threads Initiative with eBay. "This program first asks customers to not buy something if they don't need it."
"If they do need it, we ask that they buy what will last a long time -- and to repair what breaks, reuse or resell whatever they don't wear any more. And, finally, recycle whatever's truly worn out." - says Yvon Chouinard, Patagonia's founder and owner.
I think times are changing, this is a radical campaign by Patagonia but one they can afford as they've been around for many years. We can no longer ignore how shallow it is to be killing animals, cutting trees, and polluting the environment just to wear the latest fashion.
With the financial crisis too, would you rather have your money in your closet or in your pocket?
My sister told me Marithé + Francois Girbaud once offered claiming back old jeans to exchange with new ones for customers. I am interested to know, and surely you will too - about other fashion brands who are changing the way things are.
Blogger's note: I am aware this blog is changing course and I'll just let it naturally :)