One of my favorite brands is Patagonia. They are an inspiration to the development of my own brand in terms of quality, customer service, and especially, their commitment to protect the environment.
Patagonia started and continues to promote the Common Threads Initiative, a pledge by individuals to do their best to reduce, repair, reuse, and recycle. In fact, although seemingly contradictory, they ask that you don’t buy what you don’t need. Reverse psychology? Maybe. However, I buy into it. I’ve always believed in quality, not quantity, in every aspect in life.
Buy only the things you need, buy things that you need of excellent quality, fix and extend the life of the things you have (and still need), reuse the things you have by sharing them with those who may need it, and recycle it when all else fails. Simple. It’s important to note that “recycling” comes last.
“Recycling is what we do when we’re out of options to avoid, repair, or reuse the product first. That’s why I am so impressed with Patagonia for starting its Common Threads Initiative with the real solution: Reduce. Don’t buy what we don’t need. Repair: Fix stuff that still has life in it. Reuse: Share. Then, only when you’ve exhausted those options, recycle.”
– Annie Leonard, author of The Story of Stuff