As millions of people break off from Thanksgiving dinner or spend Black Friday searching for great deals, a short film from Patagonia invites you to celebrate what you already own -- the clothing that has stood the test of time.
The short, called "Worn Wear," features scenes from locales such as a maple syrup harvest in Vermont, an organic firm in California and a surf camp in Baja, Mexico. It's scheduled to debut in retail stores on Black Friday.
The campaign also includes an unusual partnership with iFixit, the peer-edited repair manual, to publish repair guides for Patagonia clothing. Those who visit Patagonia on Black Friday can also get help fixing up an old Patagonia garment (a sneaky move, since store visits might also lead to buying new stuff). The retailer is selling an "Expedition Sewing Kit" for $30 that includes the needles, threads and materials you need to go DIY on your Patagonia.
It's a move that isn't altogether new for Patagonia, whose founder, Yvon Chouinard, has long pushed customers to embrace sustainability and favor repairing over throwing out. In 2005, the company started the "Common Threads Initiative," which asked customers to take a pledge to only buy what they need and reuse what they don't.