Patagonia has caused a bit of a stir in the garment and advertising world after taking a full page ad in The New York Times, one of the priciest places to do so, and telling readers not to buy their jacket. According to the Patagonia blog, The Cleanest Line, “It’s time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.” In Patagonia’s Common Threads Initiative, they outline exactly how they want to partner with you, their customer, to reduce, repair, reuse and recycle. What do you think? Is this just another shock and awe tactic by a clothing brand, or do you think that there’s some truth to their ethos when it comes to both purveyor and consumer responsibility to the environment? Sound off in the comments section below.