Prototype (3/4)

update: Hi Suzanne and Sundi. I apologize for the lateness of this post, but I’ve experienced family issues over the past few weeks and I hope that it will be okay.

Aesthetically, I took note of what Zun said in class about the Patagonia-ness of my site. I decided to move away from imagery that would lead the audience to think that I am an affiliate of Patagonia. My new hero image is now a collage that shows the duality of Patagonia: its mainstream demographic versus its environmentally conscious side.

My timeline is now complete with the brand’s key moments. I’ve rewritten my content to remove passive voice and promotional speech for the brand. My newest section “Connotations” explores more of the mainstream views of the brand and how it can damage its philanthropic aspects.

Images are added to break up the monotony of text and provide context to what I am referring to. My only missing pieces are citations and an about page which I will be getting done by this weekend.

Annotated Bibliography #2

Primary Sources

Beer, Jeff. “Exclusive: ‘Patagonia Is in Business to Save Our Home Planet.”.” Fast Company, Fast Company, 13 Dec. 2018,

  • Yvon Chouinard, founder of Patagonia, changes the company’s mission statement to “Patagonia is in business to save our home planet.” The change is a direct response to “climate crisis” and is a result of scientific reports projecting massive societal and economical impact due to climate change. Patagonia’s focus narrows to three priorities: “agriculture, politics, and protected lands.” These priorities translate into “regenerative agriculture”, political endorsements, and donating to conservations in order to establish new protected lands.

DeLeon, Jian. “History of Patagonia – Building a Brand That Lasts.” Highsnobiety, Highsnobiety, 25 Sept. 2018,

  • Patagonia was birthed from grassroots beginnings and its founder, Yvon, sought to create synthetic alternative fabrics through “sustainable methods of productions”. Beyond fabrics, Patagonia has been a pioneer in brand transparency, raising “awareness and advocacy for environmental issues.” Through the brand’s advocacy for the outdoors, outspoken politics, and anti-consumerist campaigns, Patagonia has held a consistent brand vision which has not only affected the green movement but also influenced its consumers and other brands to follow its methods.

Engel, Allison. “Inside Patagonia’s Operation to Keep Clothing out of Landfills.” The Washington Post, WP Company, 31 Aug. 2018,

  • Patagonia’s “recycling and repair program”, Worn Wear, has been operating since 2005 to help reduce clothing consumption. With up to “600 items a week”, their renovation center is devoted fixing Patagonia garments no matter the age, “no questions asked.” Their efforts have also spread globally through Worn Wear trailers which visit various countries in order to help repair clothing. Through this process, Patagonia recycles and upcycles materials in order to reduce waste.

Secondary Sources

Dabija, Dan-Cristian. “Enhancing Green Loyalty towards Apparel Retail Stores: A Cross-Generational Analysis on an Emerging Market.” Journal of Open Innovation: Technology, Market, and Complexity, vol. 4, no. 1, Mar. 2018, p. 8. Springer Link, doi:10.1186/s40852-018-0090-7.

  • The article is composed of a literature analysis and methodology discussing how retailers approach environmentalism and sustainable practices. The literature analysis discusses the problems of trying to be sustainable while also trying to satisfy the demands of consumers. It points towards issues of costs of production and low profitability. The analysis evaluates the sentiments of a wide range of age groups in order to discover their loyalty and feelings towards “green” brands. The surveys reveal that the youngest consumer care most about green movements, Gen Xers care less, and Baby Boomers care only about brands with clear connections to their mission.

Labrague, Michelle. “Patagonia, A Case Study in the Historical Development of Slow Thinking.” Journal of Design History, vol. 30, no. 2, May 2017, pp. 175–91., doi:10.1093/jdh/epw050.

  • This article discusses Patagonia’s relationship with “Slow Thinking”, a form of design and way of life which fuses together environmentalism and practicality after the mid-20th century. Labrague details the history and symbolism behind Patagonia’s logo and leads into Patagonia’s mission to create durable, technical clothing that is also sustainable. The analysis of Patagonia’s catalog reveals that ecological values are Patagonia’s priority and that slow thinking remains vital across various disciplines as it continues to bring up environmental debates in design and commerce.

Tertiary Sources

Data Visualization

Tony, Niara, & Margaret

This is our first attempt at a data visualization chart. While our technical skills may be rusty, our aesthetics are on point. This is a 100% bar chart made using Google sheets. While the chart is not technically used for its intended purposes, the sheer amount of data categories we had made the chart so bad that it actually kinda makes sense.

On the left side, we have our users. On the right side we have the color key matching a skill. In order to find other classmates with skills that are high in a specific category, we can find the category with the key and visually see who has the largest percentage in that category. For example, if I need someone with a particular high level of patience, I can quickly see that Jonathan and Ariana are the ones I need to contact.

While this is useful at a glance, the largest con to using a 100% bar chart is that everyone caps out to 100%. This chart would only truly work if people answered every question. If someone answered only a few questions, their color bar would be inflated so it would be difficult to compare to someone who answered every question.