It’s an unusual move for a company whose business model is based on selling clothes, but Patagonia are offering to repair people’s old garments for free to make them last longer. And not just ones they’ve made, but clothes from any other brand, including their competitors.
They’ve set out on a multi-date tour of the UK’s outdoor hotspots (with stops in Wales, the Lake District and that hotbed of adventure sports enthusiasts, East London) and are offering to repair any broken item of clothing – including replacing zips, buttons, patching and sewing on patches.
“So what’s the big idea? Surely this initiative will mean people buying less kit?”