Patagonia is a South American region of unparalleled beauty. Patagonia, the outdoor apparel company, is a firm of unparalleled ethics and living proof that karma does work.

Founder, Yvon Chouinard is a climber at heart who is the spirit behind Patagonia. He refers to fellow business leaders as corpses in suits and refuses to grow more than 5% per year. Oh, and Patagonia donates 1% of sales to the environment.

Every time Patagonia has elected to do something better for the environment, it has turned out to be more profitable. It forces us to revisit the old saying- “What is good for business is bad for the environment”. It need not be that way…

With this backdrop, the most recent news out of Patagonia should not shock anyone. What are we talking about? Patagonia just launched a “buy less” campaign. Genius. Who actually needs more stuff? Does the earth need more things for landfills? Do people need to spend all of their disposable income (and more) on things? Heavy questions but the answers are simple.

Patagonia has partnered with ebay on a Common Threads Initiative to resell old Patagonia clothes or repair them. It’s financially friendly and environmentally genius.

Patagonia and Yvon, all of us at Bull & Bear admire you. We applaud your efforts to save people from overspending, lead the business community by example and to protect our precious earth.

Related Articles: Harvard Business Review: Patagonia’s “Buy Less” Campaign May Lead to More Revenue