Which controversial marketing campaign did Patagonia launch in 2011 that actually encouraged customers NOT to buy their products?

The natural world has inspired countless brands to adopt sustainable practices, but some companies have made particularly bold marketing moves that changed their industry. This trivia question focuses on one of the most talked-about environmental marketing campaigns from outdoor retailer Patagonia - a campaign that challenged traditional consumption patterns while reinforcing their commitment to environmental protection. Can you identify this groundbreaking initiative?

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"Don't Buy This Jacket" - an anti-consumption Black Friday campaign highlighting environmental costs
"Nature Is Calling" - a campaign offering lifetime free returns on any product to reduce waste
"One Purchase, One Tree" - a campaign redirecting all profits to reforestation for one year
"Wear It Out" - a campaign offering repair workshops instead of selling new products