designing the user experience for patagonia.com, we knew not to bury this content in some corner of the About Us page. It had to live front and centre, in the primary navigation. And when an important issue or piece of news needed to be broadcast, the brand was prepared to release the landing page entirely. In the Footprint Chronicles, visitors are invited to take an unprecedented tour of the environmental and social impacts inevitably involved in the garment-manufacturing process. And as a brand that seeks to do “the least harm”, Patagonia launched the Common Threads Initiative with eBay, encouraging consumers to buy second-hand gear or sell gear they no longer use – thus extending a product’s lifecycle as long as possible.