NEW YORK — Later this month, Patagonia catalogue shoppers will be among the first to find out about the company’s Common Threads Initiative.
Instead of just hailing the benefits of recycling and reusing clothing, the program is also meant to encourage consumers to think twice before they buy something new. “Don’t buy this jacket unless you really need it” will be one of the cautionary messages used on hangtags, posters and other in-store signage. Self-defeating as that might sound, founder Yvon Chouinard said this unconventional approach will “increase my business like crazy,” namely because the brand will cut into competitors’ sales. Over the past few years, the recession has made people more conservative about spending, more interested in long-lasting and better-quality items, he said.
“We want people to imagine our lives consuming less and living simpler lives based on what we need as opposed to what we want,” said Chouinard, whose company has donated 1 percent of its annual sales — $40 million to date — to environmental organizations for years.
The brand’s four Rs — reduce, repair, reuse and recycle — will be fleshed out in the holiday catalogue, which ships to about 1.2 million shoppers Nov. 15. To reduce, Patagonia is recommitting to making durable, multifunctional clothes that stay reasonably in fashion. Repair guarantees that if a zipper fails before a garment does, the company will fix it for free. As part of its reuse effort, the brand will help provide a way for shoppers to sell, trade or donate garments they no longer want.
During a speech at the 2010 Sustainable Textiles Conference in New York last week, Chouinard said eBay will play a role in this initiative. Approached afterward, he declined further comment, as did eBay executives, when reached later in the day.
For the recycle component, Patagonia will collect and recycle clothes in the least harmful way.
Patagonia is also still helping Wal-Mart with its environmental initiatives. The Bentonville, Ark.-based retailer was motivated to go more green after analyzing the life history of large clothing companies and retailers and determining that most do not last for more than a generation, Chouinard said. They also recognized that teenagers are much more concerned about preserving the environment than other generations were.
A consortium of large companies that account for 55 percent of the world’s apparel production is developing a sustainable fashion index along the lines of the organic standards that are used in the food industry. Within two years, shoppers should be able to walk into a store and scan a garment to see sustainability grades for energy and water use, social responsibility and other factors, Chouinard said. A Wal-Mart representative said the index would not be out for four or five years.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty