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Fashion should make the world a better place. Seems like a simple enough concept, right? If 2018 was any indication, it’s actually pretty tough for brands to get it right. When you think through fashion brands who are actually talking the talk and walking the walk, only one brand comes to mind: Patagonia. For over 40 years, Patagonia has been doing its part to make the world a better place through everything from revolutionizing working conditions to changing the ethics of fashion as we know it.
In the past year alone Patagonia has made waves by publicly denouncing President Donald Trump, endorsing two candidates for 2018’s Senate race, and announcing that it would donate $10 million that it received from an “irresponsible tax cut” to charity. In today’s political climate, we need brands that aren’t afraid to call out the injustices happening in the world, and Patagonia has proved time and time again that it is, in fact, that brand.
One of Patagonia’s focuses has always been on the lives of its workers, and it was among one of the first fashion brands to lead the charge in partnership with Fair Trade USA, a movement that advocates for improved social and environmental standards. October marked the 20th anniversary of Fair Trade USA and what started off as a way to advocate for fair conditions for coffee farmers in Nicaragua has evolved into a robust program with over 1,300 brands that has generated more than $500 million in additional income for farmers and workers around the world. Patagonia has been aligned with Fair Trade USA since 2014 and the partnership has had a huge impact on the way the company works with its employees and produces its product.
Ask anyone in the fashion industry about Patagonia and one of the first things they’ll talk about is Patagonia’s treatment of its factory workers. In a sea of stories about the mistreatment of workers, Patagonia stands out as a brand that has long been dedicated to empowering its workers and making sure that they’re working in healthy conditions. Wendy Savage, Patagonia’s Director of Social Responsibility & Traceability, says “everyone [in the company] understands we need to uphold those working conditions. Fair Trade helps us uphold them.”
One of the ways Patagonia holds itself accountable to the Fair Trade movement and its ethical beliefs is its revolutionary ‘4-Fold’ approach. Since the mid-2000s, this system has been used to pre-screen factories that Patagonia is interested in working with, ensuring that they can live up to Fair Trade standards. The process includes screening potential suppliers for their ability to meet Patagonia’s standards surrounding (1) sourcing, (2) quality, (3) social responsibility and (4) environmental impact. A supply chain team manages the process and can veto a factory if it doesn’t live up to these standards. All factories must comply with local laws and union contracts, as well as the Patagonia Supplier Workplace Code of Conduct, a lengthy document available to the public that defines standards for fair, safe and healthy working conditions.
Due to these standards, Patagonia chooses factories very carefully, and currently only works with 17. Wendy Savage says Patagonia’s focus is on creating close relationships with these suppliers, with the understanding from the top level that the business would not be what it is “without the hands behind it.” These Fair Trade practices help people in communities be their own bosses — especially women. “There’s this invisible dividend that the workers get — the pride, the hope. We focus on building very close relationships. Owners have always been interested in making things better.”
Daily life for the workers in these factories around the world varies, but one common denominator is the improvement on their livelihoods that comes by way of the Fair Trade standards. It’s no secret that the fashion industry’s lackadaisical approach to keeping its factory workers safe has had horrific consequences. Patagonia is changing that, one conscious factory at a time, but also believes it is up to consumers to hold up their end of the bargain.
Wendy says “as consumers, we shouldn’t be afraid to ask questions. How is a $5 t-shirt supposed to support an employee overseas?” As one of the leaders in the sustainable apparel space, Patagonia has more Fair Trade styles than any other apparel brand to date. Not only do farmers and workers benefit, but Patagonia benefits from knowing that people want to buy clothes that they can feel good about. We as consumers have a choice — when we shop its becoming increasingly important to buy clothes that are made ethically and responsibly — something that Patagonia obviously believes in investing in, based on how responsibly it runs its supply chain.
Another huge focus for Patagonia when it comes to the Fair Trade movement is the environment. Historically, fashion has been considered one of the worst for the environment. Some not so fun facts: the apparel industry as a whole is the second largest polluter in the world, after oil, and producing one (one!) T-shirt uses about 2,700 liters of water, the same amount that the average person drinks over the course of 900 days. One of the reasons Patagonia has developed such a devoted following is because of its dedication to the environment, something that's essentially weaved into its DNA.
Instead of pushing its customers to buy more (and thus spend more), Patagonia incentivizes longer use through its “Ironclad Guarantee” lifetime warranty that comes with all of its products. It doesn’t matter how old the product is, Patagonia will repair it, and when the said jacket or fleece is worn beyond repair, they’ll even recycle it for you. And if that wasn’t amazing enough, you can even buy used Patagonia items through its “Worn Wear” site instead of having to scour Ebay or your local thrift store. In a time when many brands seem to only care about improving their bottom lines, Patagonia’s dedication to the environment and making it a better world for consumers feels quite novel.
Patagonia’s founder Yvon Chouinard wasn’t always an environmental advocate, but his life’s work at Patagonia has transformed his views and speaks for itself. In his beloved autobiography ‘Let My People Go Surfing’ he said “what we take, how and what we make, what we waste, is in fact a question of ethics” and it is through this ethos that Patagonia has become a pioneer of not only caring for the environment, but tying that into its business on every level. In 1985, he quite literally put his money where his mouth is, announcing that Patagonia would commit either 1% of sales or 10% of profits, whichever was greater, to environmental activism. Then in 1996, he switched the brand over to using only organic cotton. This led to the creation of ‘1% For The Planet’ a global organization Yvon started with Craig Mathews to inspire people to support environmental organizations through annual membership and everyday actions.
When it came to 2018’s Midterm Elections, Patagonia chose to endorse two U.S. Senate candidates for the first time — Jacky Rosen of Nevada, and Senator Jon Tester of Montana — both of whom are as dedicated to saving the planet as Patagonia is. When asked about the decision, Patagonia defended its position with the explanation that it wasn’t about partisan politics, but more about “standing up for the millions of Americans who want to see wild places protected for future generations.” As more and more brands enter the political space, Patagonia continues to forge a unique path. In its own words: “The difference with our activism is that we put our logo on it.”
As consumers we have a choice, or an opportunity as I see it. Where we spend our money matters more than ever and with every purchase, we’re voting with our dollars. Shopping with Patagonia is a good choice for not only your closet, but the world around us. It’s important to understand how brands use your money, and with Patagonia, there’s no smoke and mirrors. You know exactly what they stand for and that like most of us, their goal is to make the world a better place, one ethically made Down Jacket at a time. Its mission says it all. For Patagonia it’s all about building the best product, causing no unnecessary harm, and using its business practices to inspire and implement solutions to the environmental crisis. Now that’s a brand I can get behind.
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