Woolpower's move echoes Patagonia's famous, full-page Black Friday ad that told customers: "
Don't buy this jacket." The ad ran in 2011, the same year the prize-winning mid-layer left its Swedish factory.
Many consumers are still stuck in the seductive cycle of buying ever more and paying ever less. Case in point?
Shein was just anointed 2022's most-Googled fashion brand. But as the climate crisis becomes unavoidable, people are starting to think twice about purchases that once went unquestioned.
Brands need to respond with durable products, guiding consumers towards pieces that last. Or to the ones they already own. As summarized by Woolpower's product engineer Rebecca Josefsson: "With good quality that stands the test of time, the best product is the one you already have in your closet." Time to sacrifice some growth for longevity (and a clear conscience)?
