Patagonia's welcome Black Friday message: Don't buy this jacket.

Here’s Patagonia’s full page ad from the main section of today’s NYT. It’s a refreshing plea for sustainability over mindless consumerism. The basic message is this: think about stuff before you buy it; don’t buy it if you don’t need it; and if you do buy it, make sure it’s something that is going to last, because everything we buy consumes finite resources. The ad points out that the resources used to manufacture and ship the jacket are far greater than the actual resources represented by the materials in the jacket. 

Here’s the company’s blog post about the ad. And here’s a PDF of the ad itself

Good on you, Patagonia.