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What a Brand Stands For

Don't buy this jacket, always grateful, and clothes made to argue with you

Yvon Chouinard · Conra Martinez · Rei Kawakubo · 3 chapters · 8 min read

Don't buy this jacket, always grateful, and clothes made to argue with you.

Free to read: every chapter below is open

Beliefs that cost something

  1. 01Don't Buy This JacketOn a full-page advertisement asking people not to buy the thing in the photograph.
  2. 02Always GratefulOn sunglasses cords, five shops, and a brand that never raises its voice.
  3. 03Clothes That ArgueOn clothes designed to be argued with, and the machine built to fund them.