🛑 Stop greenbashing the few companies actually trying

⛰️ The latest example: Patagonia, just published one of the most transparent, self-critical sustainability reports in the corporate world. They immediately got dragged across social media, including by several climate influencers on my feed.

😡 This is a pattern I keep seeing (including in CDR). Every time a company actually tries to change its industry, we tear it down. Meanwhile, the 99% doing absolutely nothing are left *untouched*. But if the companies leading the transition are punished for their honesty, who on earth do we expect to drive change?

Sure, fashion as an industry is problematic. Patagonia knows that. But they’re one of the good guys. For your information, in 2025 Patagonia (to name a few):

🧥 Repaired 175,000 items and resold 212,000 items

💰 Donated 1% or $14.7m of its global revenue to environmental NGOs

🚫 Eliminated 100% of PFAS from all their new products

🏭 Applied an internal carbon price of $92–$350/t CO2 to help their suppliers electrify and decarbonise

🌎 Also, since 2022, ALL of Patagonia’s dividends go to a 501(c)4 - Patagonia Holdfast Collective - which is focused on environmental protection, combating climate change, and grassroots activism.

🔨 Really? This is the fashion company “environmentalists” want to bash?

♻️ To some of the degrowthers leading the charge: yes, we need to all consume less. But people will keep buying jackets. So we might as well support the company who - undoubtedly - is trying hardest to create circularity within the fashion industry.

💚 As for me: My whole family and I will continue to happily wear our Patagonia jackets, and make use of their repair service when we need it. There are few brands I feel are more aligned with my values than Patagonia.

📣 If we want more companies to act, we need to stop punishing transparency and start rewarding leadership.

😮‍💨 Rant over - back to building.

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