Patagonia Releases Quirky Documentary to Reset Conversation on Fashion and Sustainability
In a world where the fashion industry is under scrutiny for its environmental impact, outdoor apparel brand Patagonia is taking a unique approach to reset the conversation. The company recently released a 45-minute documentary titled “The Shitthropocene,” directed by David Garrett Byars, that offers a quirky and satirical look at humanity’s consumption habits throughout history.
The film, which will be shown in Patagonia stores across the United States, aims to engage viewers in a conversation about the environmental impact of the fashion industry. Through a mix of humor, satire, and information about the climate crisis, “The Shitthropocene” takes viewers on a journey from our cave-dwelling ancestors to modern-day consumerism.
While the film may be unconventional, it reflects Patagonia’s commitment to promoting sustainability and challenging the status quo. The company has a history of bold advertising campaigns, such as the “Don’t Buy This Jacket” campaign in 2011, which encouraged consumers to rethink their purchasing habits.
Despite the film’s offbeat approach, it raises important questions about the fashion industry’s impact on the environment and challenges viewers to reconsider their consumption habits. While some may find the film overwhelming or overstimulating, it serves as a reminder that genuine progress requires thinking outside the box.
As the conversation around fashion and sustainability continues to evolve, Patagonia’s “The Shitthropocene” offers a fresh perspective on how we can address the environmental challenges posed by the clothing industry. Whether or not viewers embrace the film’s unconventional style, one thing is clear: it’s time to cut the crap and start taking action to protect our planet.
