The group has asked its customers to plaster their torn coats with ducktapes and use them, instead of buying more clothes and emptying the wallet.
Patagonia, a clothing retailer in US, is spearheading a rather different and strange campaign - asking its customers to buy less and reuse their stuff.
The apparel company has also produced a documentary on the same theme. In the film they have asked the customers to use their clothes until they are no more usable.
The 28-minute film, Worn Wear, will be screen at 15 Patagonia stores on this Black Friday, said company representatives, as reported by western media.
The film has people from Mexico, Vermont, California etc, narrating how they live without spending lots on consumer goods. The film says it is possible to celebrate life with what you already have.
They even introduced an organic california-beer recently.
The other side
However, not surprisingly, western media has been watching this campaign with suspicion. In spite of the anti-consumerism ads and campaigns, the company's sales have been on a rise, observes the media.
However, people seem to love the documentary and the campaign. Going by the responses for the film, Pantagonia's campaign is a hit.
"Everybody remember Friday is Buy Nothing Day, formerly known as Black Friday. Patagonia rocks regardless of the skeptics", a person commented under the documentary trailer which has gone viral on internet.
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(With agency inputs)