# Anti-Shopping Clothing Campaigns Patagonia Urges Customers Not to Shop with its Worn Wear Short By Angela Rajic | Published 2013-12-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/worn-wear References: [creativecriminals](http://creativecriminals.com/onlinecontent/patagonia-worn-wear/) & [wornwear.patagonia](http://wornwear.patagonia.com/) [Patagonia](https://www.trendhunter.com/trends/patagonia-films) is launching an [anti-buying campaign](https://www.trendhunter.com/trends/slovember-campaign) with a short film entitled Worn Wear. Patagonia has long been known for supporting environmentalist groups and causes, including sustainability initiatives, and the Worn Wear campaign is attempting to encourage saving, [re-using and recycling old clothes](https://www.trendhunter.com/trends/preowned-platform) by having various outdoorsy individuals recount the stories associated with old pieces of clothing they have had for many years, sometimes decades. Included in the story is a long-time cyclist who points out each tear and stain on his much loved jacket and he explains all the things that have occurred to him in his lifetime. There is also the story of another gentleman who stitched and restitched his own shorts several times over. Patagonia may be a clothing retailer, but they’re sending the opposite message to 'buy, buy, buy' this holiday season, which will certainly be a hit with environmentalists. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 1% | Activity: 6% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Sustainable Fashion:** Opportunity for brands to promote saving, re-using, and recycling of old clothes. - **Slow Fashion:** Encouraging consumers to appreciate and cherish their clothing for longer periods of time. - **Storytelling Marketing:** Using personal narratives to create emotional connections with customers. ### Who This Affects Most - **Fashion Retail:** Brands can implement anti-shopping campaigns to promote sustainable practices. - **Outdoor Gear:** Opportunity to highlight the durability and longevity of products, encouraging customers to repair rather than replace. - **Marketing and Advertising:** Using storytelling as a powerful tool to engage consumers and promote brand values. ## Related on Trend Hunter - [Environmental Film Platforms](https://www.trendhunter.com/trends/patagonia-films.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Sustainable Warm Parka Designs](https://www.trendhunter.com/trends/stormshadow-parka.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md) - [Multi-Generation Footwear Campaigns](https://www.trendhunter.com/trends/will-your-wings.md) - [Circular Non-Shrink Apparel](https://www.trendhunter.com/trends/john-lewis-3.md) - [Sustainable Music Festival Campaigns](https://www.trendhunter.com/trends/no-tent-left-behind.md) - [Adventurer-Focused Sustainable Apparel](https://www.trendhunter.com/trends/deadbyrd-trademark-ecowear.md)