If it's broke, fix it. Patagonia's Worn Wear explores quality in the things we own and the lives we live. As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer. Worn Wear is an invitation to celebrate the things we already own and to alleviate our environmental impact along the way.
Originally starting as a blog, Worn Wear became Patagonia's platform for showcasing the stories we wear, demonstrating how radical change can begin with something as simple as a needle and thread.
Brand Identity
Messaging
Art Direction
Print
Campaigns
The Worn Wear logo keeps both function and storytelling in mind. It is designed as a patch that in the most practical sense, can be applied as a tool to repair people’s gear. At the same time, it features one of Patagonia’s original fleece jackets, a product that has been part of countless adventures and is one of the most storied items for the brand.
A Worn Wear film was created by Lauren Malloy and the Malloy brothers, exploring the quality of what we consume. This short film takes you off the grid in Mexico, to high in the Alps, sharing the stories we wear.
To celebrate the launch of the film and the used clothing section in Patagonia stores, a full-page ad was created for The New York Times on Black Friday. The ad was released as an antidote to a day usually celebrated by mass consumption. It features a well-worn jacket proclaiming "Better Than New" and inviting people to visit Patagonia stores, offering free clothing repairs and a chance to watch the Worn Wear film.
This was followed up by another full-page ad during New York Fashion Week. At a time when the design industry is focusing on what's new, we wanted people to shift their focus to what lasts.
A Worn Wear film was created by Lauren Malloy and the Malloy brothers, exploring the quality of what we consume. This short film takes you off the grid in Mexico, to high in the Alps, sharing the stories we wear.
To celebrate the launch of the film and the used clothing section in Patagonia stores, a full-page ad was created for The New York Times on Black Friday. The ad was released as an antidote to a day usually celebrated by mass consumption. It features a well-worn jacket proclaiming "Better Than New" and inviting people to visit Patagonia stores, offering free clothing repairs and a chance to watch the Worn Wear film.
This was followed up by another full-page ad during New York Fashion Week. At a time when the design industry is focusing on what's new, we wanted people to shift their focus to what lasts.
Worn Wear has embarked on mobile repair tours, offering free repairs in various countries including the US, Japan, and across Europe. The first tour started from Ventura, California, where we collaborated with artist Jay Nelson to construct a one-of-a-kind biodiesel mobile repair truck.
The graphic language is an inspiring blend of vintage repair and outdoor graphics, accompanied by a witty and direct tone of voice. All the signage and truck were hand painted by artist and sign painter Jeff Canham.
When Worn Wear Repairs opened in the Patagonia Soho store, we collaborated with Colossal Media to hand-paint a mural just blocks away. To illustrate the saying "If it's broke, fix it," we selected a well-worn jacket from the Patagonia repair facility and painted it for the first phase of activation. After two weeks of the campaigns four week run, the painters revisited the mural and "repaired" the jacket.
Creative Director: Bill Boland Photography: Donnie Hedden, Erin Fienblatt, Kern Ducote Worn Wear Film: Keith and Lauren Malloy Video: Dan Malloy, Erin Fienblatt, Colossal Media Repair Vehicle: Jay Nelson Program Director: Nellie Cohen Producer: Monica McClure Ops: Lisa Polley
©2023
©2023