Green Garments – Patagonia’s Sustainability in a Consumerist Industry (rev.)

Proposal: I am researching the history of the brand Patagonia and their role as an environmentally conscious company in contemporary fashion. I want to understand their stance on modern fashion, company identity, and political activism during this period of fast fashion. I think that it is important to see visualize their emphasis on the environment despite their place in a consumerist society.

Data: There are various articles through JSTOR and Google Scholar on environmentally friendly and sustainable clothing. Many of these are recent articles and can point towards societal behavior demanding change in the industry. Many articles, including ones written by Patagonia, are available about their own practices and stances.


Plenty of internet sources, primary & secondary.


Unsure if timeline is a great choice anymore, unsure of what programs to use. Possibly just detailed analysis and reading similar to Snowfall.

Social Media & Networking Plan:

Twitter – TBD

I am planning to tweet at major YouTube influencers, content creators, and insiders in the fashion industry as I know they are constantly seeking content for their channels and platforms. I am also planning on using Reddit (r/malefashionadvice) to share my findings on Patagonia using their Daily Discussion posts. Because they are such a large and diverse hub of clothing enthusiasts, I believe that many will find interest in what I am doing.

12 thoughts on “Green Garments – Patagonia’s Sustainability in a Consumerist Industry (rev.)”

  1. I’m super excited to learn more about this project as I think the fashion industry is fascinating. Are you focusing on a specific time period or place?

    1. The “Boom” of the male fashion industry started around the 80’s, but it’s pretty difficult to grab data from that time period.

  2. I really like the use of Google Trends. I think it’s a really interesting resource that could provide you with a lot of information, especially if you post specific numbers and graphs to show the magnitude.

  3. I wonder if you’ll be able to find any correlation between stock prices rising and the release of hugely popular fashion pieces (e.g. J Crew releasing the new line of Killshots). If that’s so I bet you’ll be able to pick up on some trends and better connect it to trends in masculinity.

  4. I think Google Trends is a great tool for you to use. It will be interesting to see what kinds of visualizations you end up using and the story they tell.

  5. The idea of making a timeline of google searches is really cool. I have also been interested in the new trends in male fashion so I can’t wait to see your timeline!

  6. I find your topic so fascinating! Two years ago, I took a seminar with Dr. Fackler called Style, it was an English class where we focused on the overlap between writing style and style as fashion, but we also spent a lot of our time discussing gender and the commodification of fashion–your projects reminds me of that class!
    One text I highly recommend is Roland Barthes “The Fashion System” which is arguably the first structural analysis of fashion ever…and here’s a shameless plug for my own work applying his initial framework on studying Fashion magazines to Instagram influencers today, written as a critical piece for Style:

  7. I look forward to seeing your conclusions about the construct of masculinity as you do this analysis to understand the trends of men’s fashion. Will you concentrate on specific fashion groups when looking at the stocks? If so, how will you select them?

  8. Hello Tony, this is a really neat study. Have any other scholars studied or have you found any scholarly information on this? I wonder what has already been said. Also, are you going to try to establish statistical significance (or do econometric type analysis) when trying to see if a correlation between men’s fashion & social media connect?

  9. You talk about an abandonment in traditional norms for men’s clothing. What are some of the new trends that comprise men’s fashion? Is this something that also permeates throughout colleges and universities or has it mainly influenced fashion aficionados like yourself?

  10. You’ve narrowed your topic significantly, I’m still not quite clear on your research question. Are you trying to find out how much of Patagonia’s practices are driven by the company’s environmental commitment as opposed to customer demand? Once you more clearly identify the question, I think you will have an answer to whether or not a timeline is the best tool. You mentioned visualizing “their emphasis on the environment despite their place in a consumerist society.” Is there data to visualize?

    Another thing to keep in mind is whether you are advertising for Patagonia. How can you analyze and show their environmentally friendly practices in a critical way that doesn’t seem like a commercial?

    You need a more specific social media plan. Who are “major YouTube influencers, content creators, and insiders in the fashion industry”? At this point you should have identified these specifics and have started engaging.

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