PATAGONIA WORN WEAR

Patagonia's Worn Wear program, launched in 2013, operates a branded secondhand marketplace extending the lifecycle of outdoor apparel and gear through trade-in and resale. Customers receive store credit for trading in worn items; Patagonia curates, repairs, and resells them at margin. The program has processed 120,000 repurposed items, with studies showing secondhand garments reduce carbon footprints by up to 60% versus new production. Worn Wear includes 100+ DIY repair guides promoting 'care and repair' culture. By building a branded resale channel and repair services, Patagonia demonstrates how established brands can internalize circular value flows, maintaining customer relationships while extending product lifecycles and shifting consumption patterns toward reuse.