Patagonia’s “Worn Wear” Program: Why Selling Used Clothes and Repairs Boost Business?

Why does a merchant sell used clothing in his online store and offer a free repair service for his products?
It might seem illogical that a clothing retailer encourages customers to buy fewer new garments while instead providing the opportunity to purchase used items or repair their old clothes. The Patagonia brand has proven that this strategy is more than beneficial for both the environment and business.

Patagonia’s founder, Yvon Chouinard, is now 87 years old, and he began producing and selling mountaineering equipment in the 1950s – he started making the nails and hooks needed for climbing himself because those available for sale simply fell apart. Then, in the 1970s, Chouinard started making clothing because it was easier to produce decent items himself than to buy something that would wear out quickly. And that’s how the Patagonia brand was born.

Yvon Chouinard is at the same time a mountaineer, surfer, and fisherman who considers it important that business should never profit at the expense of the planet. Since 2022, Patagonia has belonged to a foundation that directs all profits toward reducing the effects of climate change. Chouinard’s own words about this: “We now have one and only shareholder: Planet Earth.”

In 2023, Time magazine included Chouinard among the 100 most influential people and Patagonia among the 100 most influential companies. Chouinard received recognition for his decision to donate the company’s annual profit (100 million USD) for the protection of Planet Earth. As a company, Patagonia was acknowledged for its commitment to environmental protection and sustainability.

“Don’t Buy This Jacket” campaign

In 2011, Patagonia ran an advertisement in the New York Times featuring the message: “Don’t Buy This Jacket”. The idea was to encourage people to consume less and to think before purchasing whether they needed a new jacket. Instead, Patagonia recommended repairing and reusing old clothes. The advertisement was controversial but effective – sales increased, and the company became even more popular among environmentally conscious consumers.

Patagonia’s online store has a “used clothes” section called “Worn Wear”.

Patagonia’s online store has a “used clothes” section called “Worn Wear”. You can bring back your used and no longer needed Patagonia garment to the store, and it goes into the “Worn Wear” category for sale on Patagonia’s website. In return, you receive store credit, which you can use for online or in-store purchases. If a jacket or coat is broken or torn, you can have the product repaired so that you can use it for as long as possible.

So, buy things only when you need them, not just on impulse or out of boredom. I needed a warm coat, and since I like Patagonia’s approach, I bought one from Patagonia and I hope that this white, warm, faux-fur coat serves me well for a long time. Who knows, maybe in a few years I’ll return it to Patagonia’s “Worn Wear” or if I tear it while climbing, I’ll simply go to their store and have it fixed. Maybe this doesn’t apply so much for a coat, but it certainly does for wetsuits, which tend to tear while engaging in water sports.

Why sell used clothing from your own brand and repair items that have already been sold?

• Sustainability and circular economy: The textile industry is one of the most polluting sectors in the world. The sale of used clothing reduces the need for producing new products, saving valuable resources and reducing environmental impact. If your consumer is more environmentally aware than average, it helps them make choices in your favor among many suppliers.

• New customers: Offering used clothing attracts new clients who are looking for quality products at a more affordable price or who prefer environmentally friendly consumption. In the case of Patagonia, this is quite important – the customer knows they are getting a quality product.

• Brand reputation: Selling used clothing and offering repair services shows that the company cares about the environment and its customers, rather than merely appearing green. No one likes greenwashing, and customers expect that something is done genuinely.

• Reliability: This gives customers confidence that the products are of high quality and durable since the company is willing to stand behind its products even after use.

• You get the customer back in the store: The repair service is a reason for a person to return to the shop. For instance, if a Patagonia jacket has a tear on its sleeve that can be easily mended, the customer might look around the store at the same time and end up noticing something new. And besides, it’s no longer the merchant’s concern.