Why would a company tell you not to buy its jacket?
In 2011, Patagonia launched a campaign with four unexpected words: “Don’t Buy This Jacket.”
It wasn’t about selling less. It was about encouraging people to buy thoughtfully, repair what they own and value products that last.
The campaign became a powerful example of how creativity and storytelling can challenge habits — not just promote products.
That idea resonates with IMAGINARI.
We believe creativity can help people build businesses around values, imagine new ways of creating impact and shape more sustainable futures for themselves and their communities.
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held.