Having known Patagonia as a mountain climbing outfitter a la North Face, we were happily surprised to see that the brand had expanded to serve the adult surfer too mature to rock his old Billabong tee shirts. What's more, EMERGE was also impressed to discover that Patagonia routinely underwrote the printing of the major surf magazines on recycled stock. That kind of corporate social responsibility is meaningful, especially to the surf community and demonstrated Patagonia
s genuine connection with their consumers and the company's long-standing eco-friendly stance.
That bit of the brand's identity, of course, has become quite the trend itself in fashion circles. While upstarts like Nau are coming out with green credentials frontloaded, Patagonia has been quietly using recycled materials in its garments for years and have long vocal defenders of the green spaces their customers go to use their fancy new moisture-wicking thermal gear. Perhaps Patagonia's popularity is due to the brand sticking to their guns with an idea whose time has finally come.
Another piece of the Patagonia puzzle- in our eyes at least- is the brand's consistent identity. Sure, they've gone a little bit upscale over the years, and they sell a lot more than just jackets, but whereas North Face has gone from hardcore outdoorsy apparel maker to puffy winter coat of choice for folks who'd never dream of spending a subfreezing night in a tent, Patagonia has remained far more focused on their target consumer. They've been savvy enough, however, to recognize that these very same folks have sophisticated tastes and have expanded their offerings accordingly without compromising on whit of the brand's hard-earned authenticity. Take for instance the Spoken Word Jacket, a casual blazer designed for use wherever and whenever. Its earth tone palette, corduroy material and button near the neck make this an ideal addition to any scruffy New Englander's warddrobe, but Patagonia have taken it one step further in the details, hiring acclaimed surf/skate illustrator Geoff McFetridge to design the lining of the coat, a move that has earned them instant cred with streetwear stalwarts like Berlin's Beinghunted.
So thanks to an emerging eco-conscious marketplace and a deep devotion to the communities it serves, Patagonia has become more than just a purveyor of tastefully basic and functional clothing. It has become an iconic, authentic brand that has built itself up without taking shortcuts, resorting to crass marketing tactics, and EMERGE is looking forward to seeing the brand's continued growth towards mainstream ubiquity. If only the Gap were 1/10 as cool.
Posted by James Friedman
