Worn Wear
Boycott Patagonia
Patagonia exploits earth’s resources to produce new products.
To truly live up to its environmental ideals, it must take a backseat to Worn Wear, its used-clothing brand. In an entirely-repurposed ad campaign—from recycled old Patagonia ads to the copy itself—Worn Wear will attack the hypocrisy of its parent company, illustrating the mission of sustainability in the process.
This manifesto will debut online and introduce the public to Worn Wear’s newest mission. From here on we will be directly repurposing every word from this original manifesto.
01
The Repurposers
To build the look and feel of this campaign–and to emphasize the mission of repurposing everything–existing Patagonia OOH ads will be tagged to create a new message. With the goal of attracting media attention, real Worn Wear employees will be sent to carry out the task.
02
Eco Ink
Understanding that traditional spray paint is harmful to the environment, the “Repurposers” will be equipped with an eco-friendly alternative, derived from recycled Patagonia byproduct.
03
Web Takeover
While Worn Wear is “taking over” Patagonia’s OOH and print ads, they’ll also be making their presence felt online. When you go to order a new product at Patagonia, Worn Wear will remind you that there’s a much more sustainable, more repurposeful, option just a click away.
04
X Games “Retro-fit”
Patagonia-sponsored athletes at the Winter X Games have decided to join Worn Wear in boycotting Patagonia. Instead of being decked out in brand-new, expensive attire, the athletes will be sporting used, vintage apparel directly from Worn Wear.
05
Killer Label
To further the message that buying new clothes is killing our planet, consumers will discover a darkly facetious label on all new Patagonia products. The culprit behind this hidden message? Worn Wear, of course.
06
Extra baggage
As a stunt, and for a limited time, select Patagonia stores will force consumers to confront the full weight of their purchase by handing them a bag of the unused materials that went into the making of the brand new product they just bought.
However, in the bag will also be instructions on how to repurpose the unused materials and create something new with them, such as a small bag or a hat.
07
Patagonia No More
In a campaign dedicated to converting consumers’ shopping habits from Patagonia towards the more sustainable Worn Wear, the logical last step is to actually close down select Patagonia stores and repurpose them as brick-and-mortar Worn Wear shops.