Patagonia Road Tests New Sustainability Legal Status

Among companies with altruistic streaks, Patagonia has long stood out for the environmental philanthropy championed by founder Yvon Chouinard. The maker of outdoor clothing and gear has redirected a portion of profits to green causes since 1986 and discloses the chemicals it uses in its products. Patagonia appeared to take this spirit to its logical extreme on the retail industry’s “Black Friday” in late November, when it bought a full-page advertisement in the New York Times showing a picture of its R2 Jacket beneath the words “Don’t Buy This Jacket,” an ironic, or at least equivocal, plea to consume less.

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