After a weekend of clothing brands offering free shipping and deep discounts, an odd counter-intuitive message broke through. Outdoor brand Patagonia is urging shoppers to keep and repair their old clothes rather than buy new ones. [Print Ad headline] “Better than new. Join us on Black Friday for a film about the stories we wear”. The Worn Wear film is an “antidote to the Black Friday and Cyber Monday shopping frenzy, Worn Wear is an invitation to celebrate the stuff you already own”. The campaign includes a tumblr blog, which features their 30 minute film, for those who can’t catch it at watch parties. User generated content is a big component of the campaign, asking users to share their garment story. The blog and Instagram account feature authentic and engaging posts from actual customers. The Worn Wear Instagram account was launched in May, as a call for customers to trade in their used Patagonia clothing. The campaign, continues the Common Threads Partnership, and partnered with peer-edited repair site iFixit. At times brazen: “Be conscious of your consumerism… use what you have!” and “#antiblackfriday”; but at it’s best the campaign celebrates the timeless classic quality of a brand that can withstand adventures and still be handed down to generation after generation.