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Patagonia asked us to change people’s relationship with stuff. The intent was to engage the core Patagonia customer and a younger core consumer with the Worn Wear philosophy of repair, reuse, and recycle. We had to bring that philosophy to life and make it a tactile, immersive experience.
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And so, the Worn Wear Tour was created, a mobile experience to spread the “If it’s broke, fix it!” message from coast to coast. The tour was designed with a few core principles in mind:
1.) BE DISRUPTIVE + COUNTERINTUITIVE
2.) VALUE QUALITY NOT QUANTITY
3.) BUILD RELATIONSHIPS
In addition to embodying those principles, we developed the Worn Wear Tour to become a robust content source. The vehicle itself, dubbed Delia, acted as her own call to action; Delia was photographed countless times during her travels and while anchored for general garment repairs, fix-it tutorials, storytelling and a boutique style set up to sell Worn Wear merchandise.