...we've teamed up with some Japanese companies to, basically by 2010, make all our clothing out of recycled and recyclable fibers. And we're going to accept ownership of our products from birth to birth. So if you buy a jacket from us, or a shirt ,or a pair of pants, when you're done with it, you can give it back to us and we'll make more shirts and pants out of it.
Which is a different idea about consuming. Right now the world runs on consuming and discarding, and we're saying that we're taking responsibility for our products from birth to birth. Can you imagine if a computer company said, "When you're done with your computer, we'll buy it back from you and make more computers out of it." Instead, they sell you computer and you can't even get service from them!
It's a different way of accepting responsibility.
Source: The TH Interview: Yvon Chouinard, founder of Patagonia (Part One): http://www.treehugger.com/files/2008/02/the_th_interview_yvon_chouinard.php
Contributed by: ~C4Chaos