Last year about this time, I attended the Textile Exchange annual symposium in NYC, where Yvon Chouinard keynoted the event with a bold proclamation... he would market Patagonia products going forward with a new message: 'DON"T BUY THIS UNLESS YOU REALLY NEED IT'. Well he has made good on his word... this ad (running in the NY TIMES) is the latest environmental gauntlet thrown to raise the bar across the industry.
At the TE event in 2010, Yvon also made a few key observations on his 'Most Reluctant Businessman In The World' quest... (does he drink Dos Equis?) one that every time there was a problem to solve in the business, the solution was to Increase The Quality. A second axiom came in a dour message about Sustainability; basically he said there isn't such a thing and we should stop pretending there is. Maybe more delicately put, it's a direction, but not a destination. This address was to a crowd with some of the most thoughtful business leaders in the global supply chain, including design and sourcing executives from Nike, TNF, and many other fashion and non-outdoor brands.
In any case this latest statement by one of the industry's iconic leaders comes at an auspicious time when it is difficult for leaders in business and government to stay focused on an environmental agenda.
So what do you think?