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17-DEC-2025 | Patagonia’s “Better Than New” Ad

Author

Dan Bogachek
December 17, 2025

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Patagonia’s “Better Than New” Ad

Better Than New

Patagonia Surf Trunks from 1994

It’s Fashion Week, when the design world turns its attention to what’s new. We’d like to point out something better: what lasts. While we’re proud of the quality and performance of Patagonia clothes, every new thing we make — everything anyone makes — costs nature more than we know how to repay.

That’s why Patagonia has chosen to celebrate our old stuff as well as our new. We’ve asked customers to send in photos and stories for our Worn Wear blog, which chronicles Patagonia clothes that have lasted for years or decades and become old friends. The Patagonia Surf Trunks from 1994 here belong to Christo Grayling, who has worn them paddling and surfing everywhere from India to Baja to Ecuador. 🏁

In a nutshell:
“our high-quality stuff lasts forever because we care about the Earth,”
wrapped in bacon.

So few can pull this claim off, Patagonia would be wasting the opportunity if they didn’t brag.

Extra points for wordplay: “good as new” → “better than new.” Brilliant example of shifting perspective to spin a positive out of a negative.