Stories We Wear: Promoting Sustainability Practices with the Case of Patagonia

The purpose of this study was to explore why consumers wear and repair Patagonia brand apparel, thus extending the lifespan of the apparel beyond a typical period of consumption. Using a qualitative case study, we examined Patagonia’s “Stories We Wear” blog posts from 2015 to 2017. Six emergent themes were identified as consumers’ motivation to engage in sustainability practices of repairing and extending the use of Patagonia brand apparel. The findings indicate that the blog posts (a) supported brand attachment and (b) enhanced our understanding of consumer–object relations with apparel items. Recommendations for future research and businesses seeking to expand sustainability practices are provided.