Patagonia’s Euro Worn Wear Tour is designed to encourage customers to make their clothes last a lifetime. “Building a product that lasts and can be repaired is the very first and most critical step toward limiting our footprint on the environment,” notes Patagonia CEO Rose Marcario. “We want to empower our customers to be owners, not just consumers. It’s a simple but critical message: keep your gear in action longer and take some pressure off our planet.”
Earlier this year, Patagonia launched a, five-country European mission with more than 50 stops to encourage its customers to make their clothes last a lifetime (regardless of brand). At each stop, the brand offered free repairs on busted zippers, rips, tears, buttons, pulls and more – in addition to teaching people how to fix their own gear.
Patagonia’s Worn Wear program was created in 2013 as a way to encourage people to take good care of their gear, washing and repairing as needed. It’s an extension of a philosophy Patagonia has held for more than 40 years. Worn Wear aims to keep clothing, regardless of brand, in circulation for as long as possible.
By keeping our clothing in use just nine extra months, we can reduce related carbon, waste and water footprints by 20-30 percent each, according to the UK-based group WRAP – simply because we’re making and throwing away less.