Luxury brands are selling highly-priced products that do not necessarily last. Now, it is time for a rethink, decades after Patagonia set an example. Image credit: Patagonia's Facebook
The Patagonia paradox and how luxury can learn about purpose
Posted Bya Luxury Daily columnistOn In Apparel and accessories,Featured,Industry sectors | No 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","iv":"11321696cd105d46696e43f8b0362698","s":"fab82adb6f813260"}