Patagonia did try harnessing advertising to push a cultural shift in consumption: https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-ne

Patagonia did try harnessing advertising to push a cultural shift in consumption: https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html https://www.patagonia.com/stories/dont-buy-this-jacket-black... It helped establish Patagonia's brand, but doesn't seem to have done anything to the broader clothing industry.