Style Welcome to the Age of Cheap Crap

Welcome to the Age of Cheap Crap

Anna Frattini

Patagonia needs no introduction, and this time the communication team has come up with a new way to talk about the issues that matter to the company. The result is a documentary, one of the best seen lately on sustainability, to be honest. The key to the success of this project has certainly been the extremely humorous and provocative tone, the references to pop culture but also to the history of fashion thanks to the intervention of industry experts like Sofi Thaunhauser.

According to Patagonia, we have – for some time now – entered the age of the Shittropocene, the era of cheap crap where everything sucks, especially our clothes and the quality of the garments we buy. In the comments section of the video, there are some really on-point comments that are worth a few minutes of your time. Below, we leave you with one of our favorites.

The cause of this epochal disaster that we have inflicted on ourselves – according to the team that worked on this documentary – is nothing but good old capitalism. Today, we find ourselves with a fashion industry responsible for producing 10% of carbon emissions, and Patagonia seems to be one of the only companies capable of joking about it, notwithstanding a self-analysis that also tells a bit about the corporate dynamics behind many decisions made over the years. Yvon Chouinard, the founder of Patagonia, has always been an excellent communicator, and we have already discovered this on the occasion of his Guest Essay for the New York Times, all to be read in the same vein as the spirit of the documentary.

Written by Anna Frattini
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