In 2011, this company did the unthinkable on Black Friday:

They told their customers to stop buying their products.

No one understood why they did it.

But they saw something no one else saw… And their sales soared by 30%.

Here is the full story

Black Friday is the biggest consumer frenzy.

Brands cut prices. Consumers rush to buy. Companies rake in billions.

But Patagonia went in the opposite direction.

On November 25, 2011, they released a bold ad with a simple message:

“Don’t buy this jacket”

At the top of the ad, Patagonia placed a photo of its best-selling jacket.

Below, they explained the brutal truth:

Each jacket consumed 135 liters of water, generated 20 pounds of CO2 and generated waste equivalent to 24 tennis balls.

Then they asked customers to think twice before buying.

Why would Patagonia discourage customers from purchasing?

At first, it seemed like business suicide.

And yet it worked.

Sustainability was their entire business model.

This ad proved that they were willing to lose money to pursue their visions.

He filtered out the deal hunters and strengthened his ties with true believers…

Instead of pushing promotions and flash sales...

Patagonia has remained true to its values.

In the process, they built a loyal customer base.

This approach has helped them build a strong community of people who appreciate the brand.

And ironically, telling people not to buy had the opposite effect.

The message was so unexpected that it spread like wildfire.

People who had never heard of Patagonia suddenly wanted to know more.

The impact?

Patagonia's revenue increased 30% that year.

It wasn't to make noise. It was to make a statement.

Most companies talk about sustainability. Patagonia has proven it.

But this wasn't just a one-off hit.

Patagonia has been using the same playbook for years.

They launched the Worn Wear Program to help customers repair old equipment instead of replacing it.

They even sent repair trucks across the country to fix jackets for free. And in 2019, another bold move

Their wool vests have become a corporate status symbol in technology and finance.

Patagonia has decided to stop selling to companies that are not aligned with its environmental values.

That’s what makes Patagonia special…

Patagonia has never followed the rules. They don't compete on price and they don't try to sell as much as possible. Instead, they built a brand around a vision and made sure the right people heard it. And in today's world, if you can get attention and trust, you win.