Typical Patagonia, pioneering. Pushing boundaries. Erm, something something through the looking glass.
Their Footprint Chronicles were first launched in 2007 and have recently been given a kickstart. The whole idea is about transparency. While many people still retain a huge dose of apathy regarding the smart threads they’re wearing, it’s becoming increasingly more of an issue to people to know where their clothing was made, who it affected, environmental issues, the whole works. Everyone’s a busybody eh? But seriously, it’s no bad thing. This is the information age after all. Why shouldn’t our thirst for knowledge extend to ace jackets? This video tells it better than we could. It’s all a bit grown up but in a good way. Get on it.
http://www.patagonia.com/eu/enGB/footprint/
http://video-uk.patagonia.com/video/Welcome-to-the-Footprint-Chroni;The-Footprint-Chronicles
