Patagonia's Cyber-Monday Mailer: 'Don't Buy This Jacket'

Holiday Hyper-Consumerism not Sustainable, Says Marketer

By Published on .

While the you're using your work computer to scoop up Cyber Monday deals, outdoor-apparel retailer Patagonia kindly asks "you to buy less and to reflect before you spend a dime on this jacket or anything else."

That's one way to stand out from the crowd.

Patagonia is using its Monday email to consumers to draw attention to the Common Threads initiative. To that end, the company writes:

"Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We're now using the resources of one-and-a-half planets on our one and only planet.

And just in case you think Patagonia is going to use this opportunity to point the finger at some other company, its email talks specifically about what goes into the jacket pictured. The R2, one of its best-sellers, "required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste."

All that said, there's nothing really stopping you from buying that jacket today.

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