Which outdoor clothing company was the first to run the groundbreaking "Don't Buy This Jacket" anti-consumption Black Friday campaign, highlighting their environmental commitment?

In the competitive landscape of natural and eco-friendly products, brand storytelling has become a crucial differentiator. Companies in the natural world industry have developed innovative ways to connect their products with environmental values and conservation efforts. This trivia question focuses on a landmark moment in environmental brand storytelling that changed how natural products are marketed.

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Patagonia
The North Face
REI
Columbia Sportswear