50 years ahead of the game, Patagonia has been singing the climate song, at the top of their voices. On repeat. All whilst dragging the rest of us up that mountain with them.

Now we're all listening.

When you really think about it, it’s quite simple. Buy things, when you truly need them, or when they are beyond repair. It is this sentiment which has underpinned Patagonia since it was founded by Yvon Chouinard in 1973. The production of outdoor clothing that is designed for durability has not only become a badge of honour, but sticks the finger to the convenient truth that fabrics cannot be durable, a ‘truth’ which plagues 99% of the fashion industry to this day.

As the old saying goes, buy cheap s*** and you will inevitably buy it twice. In many cases more (see Primark)

From this principle, one which flies in the face of the false economy that is fast fashion, Patagonia has flourished and has built a thriving community around sustainability, fighting climate change and ethical business. Here are a few of the current programmes it implements:

Worn Wear

The ultimate f*** you to any brand who thinks their existence is to sell as much crap product to consumers for as cheap as possible (see Supreme).

There are many disciples of the idea of a ‘pre-loved’ marketplace for clothing. Patagonia doesn’t particularly want you to throw your clothes into the trash, which will inevitably end up in land fill. So it incentivises all customers to send their existing Patagonia garments back to Patagonia, for resell or recycling.

So if you fancy some quality but cheaper Patagonia gear, you can by some pre-loved items. If not, you can buy something box-fresh in the knowledge that you’ll be paid to send it back in 30 years time when it breaks!

Patagonia Action Works

This is a platform that Patagonia has set up to provide access for everyday people, to local grassroots activist communities, giving them opportunities to get involved.

Many of these grassroots communities also receive funding from Patagonia via a financial grant-based system. The money of which goes towards maintaining the communities existence when it is so easy for them to fall away.

1% for the Planet

As testament to it’s true environmental leadership, via Chouinard, Patagonia is one of the founding members of 1% For The Planet, which is a membership community that connects investors and activists together to implement projects for environmental good.

All members of this initiative contribute 1% of their global revenue or income to the initiative, profit or loss, in good or bad times. Without fail.

Now is the time for organisations like Patagonia to take the limelight, as they drive their various agendas and industries to a carbon-free world.

As consumers, what's the ONE THING you can do to help…?

Answer: Prioritise these companies when making your everyday purchases.

Be a conscious consumer.

It’s free.

And it’s cool AF.