Socially conscious outdoor apparel company Patagonia has made its feelings about mass consumption clear in a number of ways — last month, it launched itsResponsible Economy campaign, which calls on consumers and businesses alike to rethink disposability for more effective resource allocation; itsCommon Threads Partnershipurges customers to only buy what they need and to recycle their worn-out Patagonia gear through the company’stake-back program; and, perhaps most famously, with its full-pageNew York Timesad on Black Friday 2011 suggesting that people “Don’t buy this jacket.”

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