Which outdoor apparel company launched the revolutionary "Don't Buy This Jacket" Black Friday campaign in 2011, encouraging consumers to consider environmental impact before purchasing?

The natural products industry has seen some remarkable marketing campaigns that shifted public perception and consumer behavior. From controversial product recalls to groundbreaking sustainability initiatives, companies focused on the natural world have sometimes made headlines for reasons beyond their products. This trivia question explores a famous turning point for one well-known environmentally-focused brand that changed the industry's approach to transparency.

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Patagonia
REI
The North Face
Columbia Sportswear