Industry Press Release

Patagonia Announces Worn Wear, the Antidote to Black Friday

11/25/2013

Ventura, CA (November 25, 2013) –This Black Friday, when deals and discounts entice people to buy more than they need, Patagonia would like to send an alternative message to its friends, family and customers, one that explores the quality of the things we own and the lives we live.

To help drive that message home, the Malloy family (Patagonia Surf Ambassadors) have produced Worn Wear, a short film to share the stories of Patagonia customers and their beloved Patagonia gear that has stood the test of time.

No one has seen this film before today. 

Worn Wear is an exploration of quality — in the things we own and the lives we live. This short film takes you to an off-the-grid surf camp in Baja, Mexico, a family’s maple syrup harvest in Contoocook, Vermont, an organic farm in Ojai, California and into the lives of a champion skier, a National Geographic photographer, and a legendary alpinist. It also features exclusive interviews with Patagonia founder Yvon Chouinard.

Released as an antidote to the Black Friday and Cyber Monday shopping frenzy, Worn Wear is an invitation to celebrate the stuff you already own.

Worn Wear Trailer:

https://www.youtube.com/watch?v=qvkwXcRsyT0 

Worn Wear Short Film:

http://wornwear.patagonia.com 

In addition to premiering the film in 15 retail stores on Black Friday, Patagonia will unveil its new repair program with iFixit. Together, the companies will co-publish a series of free repair guides for Patagonia clothing. Patagonia is the first apparel company to partner with iFixit in an effort to encourage customers to repair old products instead of buying new. Customers can visit the 15 select Patagonia Retail locations on Black Friday and receive help repairing an old Patagonia garment, in addition to sampling the new Patagonia California Route beer made by New Belgium Brewery.  

Patagonia will also sell an Expedition Sewing Kit (MSRP $30) in its retail stores and online, complete with a machined awl made of high-quality aluminum, heavy-duty needles, various selections of thread, and patch material.

We would love for you to share this message, including the short film and/or trailer. Below is a link to assets from the film — high res still shots and 15 second clips (that are perfect for Instagram). 

https://www.hightail.com/download/OGhkZGluTkF3TGdYRHRVag