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Patagonia is a company which changes every year in order to become even more sustainable in every kind of aspect. In 1996 they started to only use organic cotton for their sportswear. Their aim is to make high-quality products lasting for years and can be repaired.

"We measured the environmental impacts of selected articles of clothing and published them on The Footprint Chronicles®. We worked with an outside auditor and an in-house corporate responsibility specialist to establish the working conditions and pay for every person who sews a Patagonia garment. We learned how to make fleece jackets from recycled plastic bottles and then how to make fleece jackets from fleece jackets. We examined our use of paper in catalogs, the sources of our electricity, the amount of oil we consumed driving to work. We continued to support employees with medical insurance, maternity and paternity leave, subsidized child-care and paid internships with non profit environmental groups. As we have for many years, we gave one percent of sales to grassroots activists. Underlying much of what challenges Patagonia is the modern commitment to growth and consumption. We’ve begun to look seriously at these twin conundrums and took out an ad on Black Friday in 2011 that read, 'Don’t Buy This Jacket.'"