Outdoor brand, Patagonia, makes money when it sells its clothes. So you’d expect the brand’s marketing to encourage customers to buy new Patagonia clothes. Right? Wrong!

This film, which celebrates not buying new clothes is unusual. Over the course of 30 minutes, customers (who also happen to be outdoor adventurers), tell the stories of their worn out Patagonia clothes. It’s a great example of reverse logic and makes you want to buy!

Worn Wear: a Film About the Stories We Wear | Presented by Patagonia

This is great brand storytelling. By showing the longevity of these clothes customers are given a strong message about their quality and their appeal. What’s more customers with more mundane lifestyles can bask in some of the reflected glory of these adventurers, just by choosing to wear the brand.

For fresh thinking to drive your business forward, chat to Mark on 07801 419800, email mark@marketingzone.co.uk or tweet @MarketingZoneUK