Which outdoor gear company made headlines in 2011 with its groundbreaking "Don't Buy This Jacket" anti-consumption campaign, positioning itself as an environmentally responsible brand?

The natural products industry has seen remarkable growth as consumers increasingly seek eco-friendly and sustainable options. Companies have responded with innovative brand positioning strategies to capture this growing market. This trivia question explores how one major brand revolutionized its position in the natural products space, creating a benchmark for others to follow.

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Patagonia
The North Face
REI
Columbia Sportswear