Rip what you sew.

Wear your tear

Clothes protect us against life's bumps and bruises.

Patagonia repairs your armor against the world.

Wear your tear and slash and rip and fray as you please.

AD: Victoria Perez

The Where…

An outdoor billboard advertisement for Patagonia's wear your tear line featuring a white puffer jacket with patches of a black eye-like design and a red heart. The text reads, "In with the old, out with the new." The background shows a forest and mountains with a cloudy sky. The billboard is attached to a dark-colored building with several windows and a nearby sign for a coffee and roasting room.
An outdoor billboard advertisement for Patagonia's wear your tear line featuring a white puffer jacket with patches of a black eye-like design and a red heart. The text reads, "In with the old, out with the new." The background shows a forest and mountains with a cloudy sky. The billboard is attached to a dark-colored building with several windows and a nearby sign for a coffee and roasting room.
Outdoor billboard advertising Patagonia gear with the slogan, "Reap what you sew," featuring a bright orange jacket with fleece patches on sleeves and pockets, mountains in the background.
Outdoor billboard advertising Patagonia gear with the slogan, "Reap what you sew," featuring a bright orange jacket with fleece patches on sleeves and pockets, mountains in the background.
Billboard advertising Patagonia jacket with pink star design, with palm trees and mountains in the background.
Billboard advertising Patagonia jacket with pink star design, with palm trees and mountains in the background.

The Flair…

The Repair…

Storefront of Patagonia's 'Wear Your Tear' clothing repair workshop with themed forest decor, several people repairing clothes inside, and promotional signs highlighting sustainable fashion.
Storefront of Patagonia's 'Wear Your Tear' clothing repair workshop with themed forest decor, several people repairing clothes inside, and promotional signs highlighting sustainable fashion.
Clothing store display featuring jackets and hats with a sign that says 'wear your tears by Patagonia'
Clothing store display featuring jackets and hats with a sign that says 'wear your tears by Patagonia'

and the website!