# Patagonia: Don’t Buy This Jacket

> A 2011 Black Friday ad turned an anti-consumption message into a retail debate.

- Owner: Patagonia
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2011-11-25
- Milestone date: Week of Nov 28, 2011
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 18 (Niche, provisional), v1.2
- Mechanics: Pairing, Transgression

## Summary

The Black Friday ad extended September’s Common Threads pledge, repair promise and eBay resale route. Semi-Rad adapted its premise to everyday consumption choices. Later pledges and resales describe the broader program, not effects isolated to the ad.

## Timeline

- 2011-09-07 — Patagonia and eBay (Open web) — Common Threads launched repair commitments and a resale marketplace before the Black Friday ad.
- 2011-11-25 — Campaign organizer (Press) — Patagonia placed Don’t Buy This Jacket in The New York Times on Black Friday.
- 2011-11-28 — Campaign organizer (Open web) — Patagonia’s website repeated the message and invited a consumption-reduction pledge.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/patagonia-dont-buy-this-jacket

Cite as: How It Spread (2026). “Patagonia: Don’t Buy This Jacket.” Case HIS-01100. Spread Score v1.2: 18/100. Updated 2026-10-17. https://howitspread.com/id/HIS-01100