Culture Sustainable Fashion Patagonia Launches Common Threads Inititative to Curb Clothing Consumption By Emma Grady is a fashion writer whose work has appeared in Vanity Fair, Glamour, Good Housekeeping, and more. our editorial process Emma Grady Updated October 11, 2018 Migrated Image Share Twitter Pinterest Email Culture History Travel Sustainable Fashion Art & Media Holidays Community In an effort to help build the "next, more sustainable economy," Patagonia has launched the Common Threads Initiative, which encourages consumers to buy less clothing; it is the next step to--and not to be confused with--their not to be confused with their Common Threads Recycling Program. Women's Wear Daily (WWD) reports: Self-defeating as that might sound, founder Yvon Chouinard said this unconventional approach will "increase my business like crazy," namely because the brand will cut into competitors' sales. Over the past few years, the recession has made people more conservative about spending, more interested in long-lasting and better-quality items, he said. Patagonia's four R's: Reduce, Repair, Reuse and Recycle The brand's four-pronged approach includes first, buying fewer clothing items but making purchases of excellent quality clothing. Second, repairing clothing and footwear, by mending a broken zipper or resoling a pair of shoes. Third, sell, trade or donate clothes when you're done with them. Finally, recycle materials that can no longer be worn.Read more at Women's Wear Daily (WWD) and watch Patagonia's film "Public Trust."