Patagonia is a success story by just about any standard. And it is leading a somewhat paradoxical movement where retailers tell buyers not to buy so much. New Yorker has the story.
Even as Patagronia is sending out this “don’t buy” message, it is growing. Is this a contradiction? Perhaps not. Perhaps as people buy more Patagonia stuff and less other stuff, they are sending a signal. A bigger Patagonia is a more powerful Patagonia. And that may not be a bad thing.