Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Patagonia Made Purpose the Product
In this episode of Brand Storytelling with Fexingo, hosts Lucas and Luna dive into Patagonia's unique approach to brand narrative. Rather than simply selling outdoor gear, Patagonia has built a brand around environmental activism, famously telling customers 'Don't Buy This Jacket' in a New York Times ad. Lucas explains how founder Yvon Chouinard's decision to donate 1% of sales to grassroots environmental groups — now a certified B Corp and a $1 billion company — turned a clothing brand into a movement. They explore the 2012 'Worn Wear' campaign, which…
The skinny
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