The Patagonia Purpose Trust
The Doughnut model, crafted by economist Kate Raworth, illustrates a “safe and just space”—between a social foundation (basic human needs like health, equity, and education) and ecological ceilings (planetary boundaries like climate stability and biodiversity). Patagonia operates precisely in this interstitial “sweet spot.”
1. Circular Design & Material Innovation
Patagonia uses high proportions of recycled materials—like 36% recycled cotton and 90% recycled nylon—and extends this through a gear rental pilot via Awayco to reduce demand for virgin production.
It prioritizes durable, long-lasting products (e.g., its iconic Synchilla Snap‑T fleece).
They've partnered with Carbios and other industry players on fiber-to-fiber biorecycling, enabling worn polyester to be transformed into new virgin-quality fibers.
2. Repair, Reuse, Resale Through Worn Wear
Patagonia’s Worn Wear initiative encourages repair and reuse over consumption: offering DIY repair guides, repair services, mobile repair tours, and resale of pre-loved gear.
The program has successfully repaired hundreds of thousands of items and built a thriving secondhand ecosystem valued at around $5 million.
Resale is growing fast—Patagonia (like other sustainable brands) is working to make it a profitable, mainstream channel. In 2023, resale contributed about 1% of their revenue, and the company plans to elevate its visibility within their ecosystem.
3. Supply Chain Integrity & Regenerative Sourcing
Patagonia has advanced organic cotton use since 1996—and more recently promoted Regenerative Organic Certified Cotton, helping restore soils and support farming communities.
They maintain supply chain transparency and environmental responsibility through programs like the Supply Chain Environmental Responsibility Program and Material Traceability Program, ensuring adherence to environmental and social standards.
Compliance with certifications like Fair Trade, FSC, and Global Traceable Down reinforces their commitment to ethical sourcing.
4. Reducing Overconsumption & Promoting Conscious Choices
With campaigns like “Don’t Buy This Jacket”, Patagonia challenges consumerism, encouraging people to buy less and value longevity—yet paradoxically, sales still grew following the campaign, showcasing their brand resonance.
Their anti-growth stance isn’t about shrinking—it's about reorienting growth toward sustainability, longevity, and purpose-driven practices (e.g., “Responsible Economy” tours with gear repair and resale).
5. Systemic Stewardship & Transparency
The brand’s governance has taken a bold step: founder Yvon Chouinard transferred ownership to a trust and nonprofit to ensure all profits fuel environmental protection and climate efforts—not corporate dividends.
Patagonia amplifies its sustainability philosophy through leadership in the Sustainable Apparel Coalition, the B Corp movement (scoring 151 out of 200), and grassroots climate activism.
Patagonia stands as a beacon of doughnut economics applied to business. It restores human and ecological balance not just through products, but by reshaping consumer culture, supply chains, and ownership. It underscores that true success lies in serving the planet and its people—not just the bottom line.
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