Background
Patagonia, Inc. is an American clothing company that markets and sells outdoor clothing. It commits 1% of its total sales to environmental groups, through One Percent for the Planet. From supporting youth fighting against oil drilling to suing the president, they take action on the most pressing environmental issues facing our world. Since 2005, the company has been taking back customers’ used Patagonia items to recycle their fibres; more recently, the team mimicked some of Patagonia’s best-known silhouettes by stitching together scraps from used garments, giving birth to the “Worn Wear Label”
Problem
Patagonia needed to increase awareness and tell the story of their innovative sustainable fashion line “Worn Wear Label”. The chosen medium was print and the challenge here was to communicate the vision behind the collection, how every piece of clothing was crafted from stories of adventure, and every piece would have a well-worn legacy.
Strategy
The target group are adults approximately between 25-49. Average to high income. Outdoor enthusiasts who are out to make memorable adventures while rallying to protect the environment they love. This target is looking for high-quality clothing that does not compromise
with their levels of comfort, budget or values regarding the planet.
The challenge was to communicate the vision behind the collection, how every piece of clothing is crafted from stories of adventure, and every piece has a well worn legacy. The story behind the story was conveyed by dismantling the jacket and placing a polaroid with a snapshot of the adventures the piece has been on. A simple one-liner described some hair-raising trips with the copy taking inspiration from real-life stories from die-hard Patagonia consumers.
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The challenge of story telling through an unmoving static was not so far fetched after all.
