By Daniela Mendoza

In a world where the speed of fashion has reached unprecedented levels, with rampant production and consumption of garments, a new trend is gaining momentum: circular fashion. This approach focuses on re-evaluating and reusing unused garments rather than discarding them, representing a fundamental shift in the way the current fashion industry is understood and participated in. At the epicenter of this revolution is a leading figure: Patagonia.

For decades, the fashion industry has been synonymous with speed and discarding. However, this linear model of production and consumption comes at a significant environmental cost. According to alarming data, the average consumer purchases 60% more garments per year compared to 15 years ago, and many of these garments are only worn for half the time. This overproduction and underutilization leads to massive waste of resources and increased carbon emissions. 

The circular fashion proposed by Patagonia advocates valuing existing garments and extending their useful life as much as possible. Instead of following the buy-discard cycle, consumers are encouraged to go through their closets in search of forgotten garments they no longer wear. These garments can be exchanged at Patagonia stores for a button, which can then be exchanged for another used product. This strategy not only encourages the reuse of garments, but also creates a community committed to sustainability and environmental responsibility.

Recently, within the framework of "Swap Day", Patagonia initiative that took place at its Buenos Aires location, more than 300 items of clothing were exchanged among 180 participating people. This event not only demonstrates growing consumer interest in circular fashion, but also highlights the positive impact that collective action can have on reducing textile waste and carbon emissions.

Desde Patagoniaemphasizes the importance of taking a holistic approach to sustainability in the fashion industry. Beyond simply offering high-quality products, the company seeks to inspire positive change throughout the value chain, from design and production to consumption and final disposal. This commitment is reflected in its unique ownership structure, which directs profits not reinvested in the business toward protecting the planet through various environmental initiatives.

At a time when the climate crisis demands urgent action, circular fashion represents a step towards a more sustainable and equitable future. Patagonia, with its leadership and commitment, is demonstrating that it is possible to do business in a way that benefits both people and the planet.