A colleague here at KPCC passed this full-page New York Times Black Friday ad along to me. It's from Patagonia, and the title says it all. Well, OK, it's not that Patagonia doesn't want you to buy its products. But it does want you to know that the R2 jacket shown is like "all the things we can make and you can buy" because "it comes with an environmental cost higher than it's price."
What I'm wondering about this conclusion — which Patagonia lays out very convincingly in the ad's copy, confessing to gobbling up 135 liters of water and generating 20 pounds of carbon dioxide creating and marketing just one R2 jacket — is whether Patagonia has done a truly full lifetime analysis of the garment.
And here's why (this is where I go anecdotal): Patagonia products are of ridiculously high quality. Patagonia says the R2 is "exceptionally durable, so you won't have to replace it as often" — and even then they'll take it back and recycle it — but what if you...never replace it?