Build story · United States · 1973–2022
Patagonia: ‘Don't Buy This Jacket’
On Black Friday 2011 Patagonia ran a full-page ad telling people not to buy its jacket unless they needed it. The message reinforced its brand — and sales grew.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Founded
- 1973
- Ad date
- Black Friday 2011
- Company value at ownership transfer (2022)
- about $3 billion
What happened
Climber Yvon Chouinard founded Patagonia in 1973 to make durable outdoor clothing. It became known for environmental activism, donating 1% of sales to environmental causes and repairing garments.
On Black Friday 2011 Patagonia placed a full-page ad in The New York Times showing its best-selling R2 jacket with the headline ‘Don't Buy This Jacket’, explaining the environmental cost of making it and urging customers to buy only what they needed. It promoted repair, reuse, and resale.
The ad drew huge attention and was consistent with the brand's long-standing actions. Patagonia's sales reportedly grew strongly the following year. In 2022 Chouinard transferred ownership of the roughly $3 billion company to a trust and non-profit, so profits fund environmental work.
Timeline
- 1973
Patagonia founded.
- 1985
Begins giving 1% of sales to environmental groups.
- 2011
‘Don't Buy This Jacket’ ad.
- 2022
Ownership transferred to a trust and non-profit.
what made it work
- Message matched decades of real behaviour.
- Contrarian timing on the biggest shopping day.
- Durability supported premium prices.
the lesson
A bold message works when it is backed by years of consistent action — authenticity is the brand.
Apply it to your business
- 1Make sure your actions match your message.
- 2Contrarian messages stand out on crowded days.
- 3Durability and repair can justify premium pricing.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.