At The Guardian, Marisa Meltzer looks at the self-congratulatory corporate philosophies of outerwear giants Patagonia and The North Face. Beyond the often-amusing details (like the time employees at Patagonia’s California headquarters tried to save a butterfly chrysalis they’d spotted on the sidewalk), she unpacks the complex dynamic that allows these companies to tout their ethical sourcing and care for the environment while selling luxury goods to affluent weekend warriors.
Selling professional-grade gear to people with no intention of using it professionally isn’t exactly a new trick in marketing, as the makers of SUVs, digital cameras and headphones can tell you. Most people who buy the Nike trainers advertised by Mo Farah don’t use them to run long distances.
But North Face and Patagonia are both wrestling with a more consequential paradox, one that is central to contemporary consumerism: we want to feel morally good about the things we buy. And both companies have been phenomenally successful because they have crafted an image that is about more than just being ethical and environmentally friendly, but about nature, adventure, exploration — ideas more grandiose than simply selling you a jacket, taking your money and trying not to harm the earth too much along the way. But the paradox is that by presenting themselves this way, they are selling a lot more jackets. In other words, both companies are selling stuff in part by looking like they’re not trying too hard to sell stuff, which helps them sell more stuff — and fills the world with more and more stuff.