Fashion is not our business. What Patagonia is trying to tell you now.

Outdoor gear is designed to protect us from natural threats and to make us more comfortable in nature. However, it is a fact that outdoor gear is often consumed only as a fashion piece because it is "in fashion" without fulfilling its original role. As a result, when a trend passes, it is treated as junk and will one day be disposed of as garbage.

To sound the alarm, Patagonia held a campaign called "Patagonia Unfashionable Weeks" to communicate the importance of quality.

Because we take manufacturing seriously, Patagonia products are multifunctional, serve multiple purposes, can be repaired, can be worn for a long time, and have a beauty that will never fade. Developing items that can be used for many years is a way of giving back to nature, and quality is what is demanded. With the message "Fashion is none of our business," the brand conveys its vision of the future and its philosophy.

Patagonia Unfashionable Weeks" with two main contents. The first is the film "The SitslopoceneThe screening of "The World's Worst". Starting with "Patagonia Osaka" on Friday, May 10, screenings will be held at all six Patagonia stores. Talk shows with guest speakers will be held at each screening.

The second is a repair event to be held at Patagonia Kobe, Patagonia Tokyo Futakotamagawa, and Patagonia Hakuba Outlet. Patagonia has been incorporating structures that are easy to maintain since the planning stage. By sending your garments in for repair, you will be able to experience the excitement of wearing them again, rather than disposing of them because they are no longer in good condition.

For details of each program, check the INFORMATION column. We hope you will come and visit us as a chance to get to know Patagonia and to rethink your everyday choices and the future.