In Patagonia (Clothing): A Complicated Greenness

@article{Hepburn2013InP,
  title={In Patagonia (Clothing): A Complicated Greenness},
  author={Sharon J. Hepburn},
  journal={Fashion Theory},
  year={2013},
  volume={17},
  pages={623 - 645}
}
Abstract The Patagonia clothing company makes outdoor and casual clothing which is both functional and stylish. Although concerned with style and image, the company distances itself from any association with “fashion.” They identify their “core-customer” as a very fit person who aspires to step outside mainstream society, and who engages in extreme sports through which they have transformative experiences in sublime wilderness landscapes. Patagonia's marketing strategies and business practices… 

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