Patagonia Media shows an uncommon thread

New York – In the latest move in its Common Threads Initiative, outdoor adventure clothing brand Patagonia published an anti-advertisement, urging readers of the New York Times not to buy its clothing during the Black Friday shopping spree.

The brand bought advertising space in the newspaper and showed a picture of a jacket accompanied by the words ‘Don’t buy this jacket’.

This is a brave step away from traditional consumerism towards the more ethically and ecologically sound ethos of We-Commerce.