Patagonia is calling on European and American customers alike to adopt more
intelligent and responsible patterns of consumption, in the framework of its
“Common Threads” initiative. The central message of its new campaign is to
invite consumers not to buy what they do not need. It makes suggestions
around five “R” principles: Reduce, Recycle, Repair, Reuse and Reimagine.
For example, the campaign encourages customers to Reuse through a
partnership between Patagonia and eBay whereby the latter promotes the sale
of used Patagonia gear. This particular web shop is currently accessible
only in the U.S., but is said to be planned for a launch in Europe as well.