I don't know about the values (though buying less and repairing more seems smart to me?) but I think the popularity is more because patagonia was the first comp

I don't know about the values (though buying less and repairing more seems smart to me?) but I think the popularity is more because patagonia was the first company to make down coats that actually fit people nicely and didn't look like space suits. or if they weren't, then they were the first company to get such products in front of my face. that's the only reason I started seeing them everywhere and got one myself. also for a hip fashion brand, the prices aren't any higher than what you'd find at some other outerwear retailers like ll bean that target the grandpa demographic.