Patagonia has a consistent track record of true brand bravery. There is a genuine willingness to put sales revenue at risk to stand up for what they believe in - the environment, sustainability or politics.

A lot of brands make small contributions to CSR initiatives (eg. A share of each sale given to a cause) but it takes considerably more bravery to put your sales at risk, by taking a bold stand for something. Patagonia, has over-and-over taken such bold moves. 

“Don’t Buy This Jacket” launched on the biggest shopping day of 2011 was designed to put brand values (and equity) ahead of short-term sales results.

With the 2020 “Vote the Assholes Out” campaign, they put loosing half the US voting population at risk. While Republican’s may have burned their Patagonia pants, the brand cemented its position as an emblem for Democrats. 

And, in 2021, in protest over the political connections of Jackson Hole resort ownership, Patagonia refused to sell its product in the small ski town.

Bravery counts for a lot in brand building. And, it’s often addition by subtraction. Nothing ventured, nothing gained.

Patagonia ran its “Dont Buy This Jacket” campaign during the 2011 Black Friday sales season to raise awareness for sustainability.
During the 2020 US Presidential Election, Patagonia took a political stand with it’s “Vote the Assholes Out” pants’ tags.
In 2021, Patagonia refused to sell its products to ski resort Jackson Hole in protest over connections to republican representatives.