PATAGONIA: a system for endurance
a concept-led exploration on how an internationally praised outdoor brand could shift from promoting sustainability to developing long-term resilience in an unstable and changing world
from lifestyle to life support
this project asks how that ethos evolves when instability becomes permanent
long has Patagonia designed for durability and to reduce the practise of overconsumption
climate instability is no longer abstract
design must respond to lived environmental uncertainty
a shift in roles
from sustainability to resilience
from prevention to adaptation
who Patagonia becomes
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Designing systems rather than objects, with a focus on long-term resilience, clarity in application, and adaptability in environmentally changing conditions.
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Practical responsibility, transparency, repair/reuse, through informative design rather than supporting excess sustainable consumption.
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Grounded in Patagonia’s long standing values, this rebrand looks ahead. Exploring how Patagonia might continue designing with adaptable intention, helping to not only manage consumption, but also endurance.
