Outdoor clothing and gear company Patagonia is always on the verge of something new and daring. Its latest endeavor, launched on Black Friday, is to encourage customers to buy secondhand versions of items they are considering getting new. The company is doing this by adding a "buy used" option next to every new product listed on patagonia.com.
The used items come from Patagonia's Worn Wear program, which has operated for years – first as a pop-up event where people could bring used Patagonia items for repair or exchange, and more recently as a permanent online store, where customers can resell their old goods for cash or store credit and shop for used items. It's essentially Patagonia's own thrift store.
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