Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

I've heard of retailers doing some unusual things — Moosejaw's breakup service comes to mind, in which customers can have the company's call-center reps call and break up with their significant other for them — but Patagonia's latest campaign takes the cake. Get this: it's all about buying less from the brand! Even more astounding? It seems to make perfect business sense.

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