Patagonia Release New Documentary: ‘The Shitthropocene’
It's been a core message at Patagonia since the start...
Patagonia releases “The Shitthropocene” — a new film offering a humorous, thought-provoking anthropological exploration of humanity’s consumption habits, turning a satirical yet brutally honest eye on how everything is turning to shit and why the impulse toward buying more crap might destroy us all.
Running for 45 minutes, you should be prepared for some lively moments, including dancing cave people.
While it might seem unnatural, unusual or inauthentic for a brand to tell their community only to buy what they need and not more, that’s been a core message at Patagonia since the start.
>> Catch the full film here
Over 50 years ago, the company’s founders knew that the gear they made had to be of the highest quality or someone might get hurt. And then, another evolution: If what they sold wasn’t of the highest quality, it was just more crap that no one needed.
Soon, this turned into a commitment to using business as a tool for good and showing how a company can make a profit while operating responsibly. In practice, this meant making items that are functional, repairable and timeless with the lowest environmental impact and done by people being treated and paid fairly.
But it’s also making films like The Shitthropocene and asking the Patagonia community to demand quality products and keep gear in play for longer through resale and repair.
“The Shitthropocene” will be screened in Patagonia’s retail stores across Europe. Watch the film and learn more about Patagonia’s approach to product quality here.
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