Patagonia - Patched By

In a replace-first culture, repair is a statement: this still matters. Patched By takes Patagonia’s repair ethos out of the outdoors and into the city, using recycled Patagonia materials to “patch” everyday urban wear-and-tear, proving that valuing what we already have is the most powerful form of sustainability.

Audience:

Urban Patagonia customers and sustainability-minded city dwellers who care about the planet, but live in a world (and a feed) that constantly pushes “new.”

What they think:

“I buy from the right brands, so I’m doing my part.” But when something wears out (gear or otherwise), replacement feels easier than repair (especially in a busy city routine).

The tension:

Patagonia stands for longevity and repair, but “repair” can still feel niche, inconvenient, or less exciting than buying something new. The campaign has to make repair feel visible, cultural, and worth it—not just responsible.

Insight:

In a replace-first culture, repairing is how we show that something still matters.

SMCI (single-most compelling idea):

Valuing what you already have is the most powerful form of sustainability.

Reasons to believe:

• Patagonia already has infrastructure for repair and keeping gear in play through Worn Wear. Customers can bring items to a store or mail them in for repair.

• Worn Wear also supports trade-in + used gear, reinforcing the “keep it going” mindset instead of replacing.

• Mobile repair exists too (Worn Wear Truck/repair vehicles), making repair feel public and accessible.

• The creative proof: the campaign literally patches the city (potholes, benches, playgrounds, etc.) using recycled Patagonia materials.

Where to reach them:

• OOH in urban neighborhoods (industrial walls, streetscapes) where “wear and tear” is part of the visual language

• Pop-up/mobile repair moments (the “Patched by Patagonia” van) in high-foot-traffic city areas

• Social + PR (highly photographable “city patches” + behind-the-scenes repair content)