“Buy Less Skiwear To Save the Planet” Says Skiwear Manufacturer

"Extending the life of our garments is the single most important thing we can do to lower our impact on the planet," a news release on behalf of global skiwear brand Patagonia states, adding,

"This simple act of extending the life of our garments through proper care and repair reduces the need to buy more over time — thereby avoiding the CO2 emissions, waste output, and water usage required to build it."

Patagonia has launched a campaign to encourage people to make their apparel last longer by repairing it rather than putting it in to recycling and buying something new.

The company has launched a tour of five European countries, stopping at 50 stores and other locations on a mission to encourage its customers to make their clothes "last a lifetime" (regardless of brand).

At each stop, Patagonia will be offering free repairs on broken zips, rips, tears, buttons, pulls and more – in addition to teaching people how to fix their own gear.

The 'Euro Worn Wear Tour' will kick off simultaneously on Friday April 15th in both the UK and Germany and end in France, Italy and the Netherlands.

The tour will be stopping at a variety of locations such as retail locations, sport events, farmers' markets and universities.

UK 2016 Tour:



15th & 16th April - Keswick, George Fisher & Nurture Lakeland blogger-fest
17th April - Grassington, Fellsman Ultrarun Event
18th & 19th April - Betws-y-Coed, Wales, Moel Siabod Cafe with Save the Conwy
21st & 22nd April - Shrewsbury, High Sports
23rd & 24th April - Stevenage, Countryside Ski & Climb
26th & 27th April - London, The Brokedown Palace at Boxpark with Waterkeeper
28th April - London, The Brokedown Palace at Spitalfields Market
30th April & 1st May - Cornwall, Down The Line Surf Shop with Save Our Sands

Whilst I applaud any notion that purports looking after our planet, why would a clothing manufacturer back a proposal that would mean they sell fewer clothes?

Indeed, I did check it wasn't sent out on April 1st, but it wasn't. I can only think it is (possibly) PR genius, they have gone strongly for the 'green concerned market' and may be trying a version of "There's no such thing as bad publicity," approach (Which usually works except for Ratners). So, cynical hat on, (1) everyone talks about Patagonia (Putting the planet before their profits) (2) Very few people really do repair their skiwear (3) People remember the name Patagonia and buy that.