For years, outdoor apparel company Patagonia has fronted the 'Worn Wear' campaign, which promotes longevity and sustainability within the clothing industry. The campaign's popularity, led to its latest iteration -- an online thrift store in which consumers can buy and sell old Patagonia merchandise.
When shopping through Patagonia's online store, consumers will be provided the option to buy a new piece of clothing, or, to purchase a second hand alternative, for a fraction of the cost. If a consumer chooses to purchase the thrifted variation, the company will send the consumer the clothing piece, washed, and ready to wear.
The permanent online space enables consumers to purchase used clothing for 50% of the retail value, promoting a more sustainable alternative, while combating concepts of fast fashion.