The outdoor industry is increasingly bucking the Black Friday trend. We caught up with one local company to find out more.
On Black Friday, in 2011, outdoor retailer Patagonia took out a different sort of ad. Running a full page, with a photo of a Patagonia jacket, it read "Don't Buy This Jacket." The accompanying paragraph explained Patagonia's anti-consumption stance, but ironically the campaign sent the company's sales through the roof.
It also sparked something of a trend in the outdoor industry.