Patagonia is expanding its Worn Wear program to raise awareness about how to repair and donate previously owned garments.
Patagonia announced that it will launch a standalone Worn Wear site that will provide detailed information about its program (which backs a “Repair is Radical” mantra) and incentivize consumers to donate old garments with discounts on new purchases. The company, which has long been hailed for its commitment to sustainable practices, started Worn Wear in 2013 in an effort to increase longevity of its products by offering repair services at select stores. It also has a repair center in Reno, Nevada that conducts an average 30,000 repairs a year, and a traveling truck that tours around the country conducting free fixes of broken zippers, rips and lost buttons.
The site is slated to launch in mid to late April, in partnership with Yerdle — a “recommerce” organization — which will allow Patagonia to sell pre-used goods online.
This year, Patagonia went on its first college tour, visiting 21 universities to offer repair services and giving speeches at select schools about the process. Among them was the Fashion Institute of Technology, which the truck visited last week.
“Students are very aware of these issues, so they’re bringing in their awareness as they become future designers,” said Suzanne Sullivan McGillicuddy, assistant dean of students and co-chair of the FIT sustainability council. “We have a minor in ethics and sustainability, and last year, in its second year, it quadrupled in number of students joining the major.”
Natalie Grillon, founder of Project Just, an informational platform focused on sustainable fashion and beauty, said Patagonia continues to be an example among brands of launching successful sustainability efforts.
“If anybody’s going to do it, Patagonia will be successful at it because they have such a loyal brand following of people,” she said. “It aligns with their long-term strategy of trying to make ethical and sustainable options, from source to end of life.”
*This story first appeared on Glossy