PATAGONIA RELEASES NEW FILM ‘WORN WEAR’ AS ALTERNATIVE TO BLACK FRIDAY

(Transworld Business 11.25.13) As a response to Black Friday and Cyber Monday shopping mania, Patagonia is looking to send an alternative message to friends, family and customers; “one that explores the quality of the things we own and the lives we live,” according to the company. Together with its surf ambassadors the Malloy family, Patagonia has produced Worn Wear, a short film to share the stories of Patagonia customers who are still wearing and appreciating their favorite gear, years down the road.

“Worn Wear is an exploration of quality — in the things we own and the lives we live. This short film takes you to an off-the-grid surf camp in Baja, Mexico, a family’s maple syrup harvest in Contoocook, Vermont, an organic farm in Ojai, California and into the lives of a champion skier, a National Geographic photographer, and a legendary alpinist. It also features exclusive interviews with Patagonia founder Yvon Chouinard.”

The brand will premiere the film in15 retail stores on Black Friday,  as well as unveil its new repair program in collaboration with iFixit. Patagonia and iFixit will co-publish a series of free repair guides for Patagonia clothing. Patagonia is the first apparel company to partner with iFixit in an effort to encourage customers to repair old products instead of buying new.

Patagonia is also releasing an Expedition Sewing Kit (MSRP $30) in its retail stores and online, complete with a machined awl made of high-quality aluminum, heavy-duty needles, various selections of thread, and patch material.

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