Which groundbreaking brand positioning move did Patagonia make in 2011 that contradicted traditional retail growth strategies but aligned with their environmental mission?

Patagonia has become one of the most respected outdoor and environmental brands in the world. Their journey from a small climbing gear company to a global environmental advocate represents one of the most interesting brand positioning evolutions in the natural products sector. Test your knowledge about how this outdoor giant has positioned itself in an increasingly eco-conscious marketplace.

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Their "Don't Buy This Jacket" Black Friday campaign that encouraged consumers to repair gear rather than buy new products
Their "1% For The Planet" initiative that donates a portion of sales to environmental causes
Their decision to use only organic cotton in all their clothing products
Their "Worn Wear" program that buys back and resells used Patagonia gear