In 1996, Patagonia staked its reputation as a green retailer by removing all conventional cotton from its apparel to end its reliance on pesticides. Since then the company made public the environmental footprint of its garments and produced items made from recycled materials. Patagonia’s “Don’t buy this jacket” campaign, launched in 2011, urged customers to purchase less stuff and reuse what they already owned, enshrining the company as a sustainability stalwart. Despite the slogan, over the next two years annual sales grew almost 40%.
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