Founded in 1973, Patagonia, the California based outdoor-wear company has earned a reputation for quality and functional technical clothing. However, as with everything- putting items through intensive use via a human being, over time, can takes its toll. In light of this, Patagonia have launched a 50 stops, five-country European mission to encourage customers to make their clothes last a lifetime (regardless of brand). At each stop, Patagonia will be offering free repairs on broken zips, rips, tears, buttons, pulls and more- in addition to lessons in teaching people how to fix their own items.

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Named the Euro Worn Wear Tour, it will kick off simultaneously on April 15 in both UK and Germany and finish in France, Italy and the Netherlands.

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The program was created in 2013 as a way to encourage people to take good care of their gear, washing and repairing as needed to keep clothing, regardless of brand, in use for as long as possible. When it’s time for a replacement, we want you to invest in something that lasts.

“Building a product that lasts and can be repaired is the very first and most critical step toward limiting our footprint on the environment,” notes Patagonia CEO Rose Marcario. “We want to empower our customers to be owners, not just consumers. It’s a simple but critical message: keep your gear in action longer and take some pressure off our planet.”

This takes Patagonia’s product lifetime guarantee to new levels, whilst taking care of the environment… respect. More at patagonia.com including tour dates and locations.