Patagonia: Worn Wear

Patagonia’s ongoing ‘Worn Wear’ program celebrates the stories of the people that wear the company's clothes. It also keeps Patagonia gear in action longer and provides an easy way to recycle Patagonia garments when they’re beyond repair.

The four-minute establishing film takes viewers into Patagonia’s repair center where customers send their well-worn apparel for repairs, often accompanied by notes explaining why a particular item is so important to them. The campaign is extended into other films and a microsite, pulled together with the simple and evocative tagline: ‘The Stories We Wear’. These are profiles of professional athletes and real people who equate holes, burns and patches with the actual scars they gather on their adventures and wear as badges of honor and accomplishment. By stitching together the people who cherish their Patagonia products and the memories they create wearing those products, the campaign tells a larger story of things worth preserving.