When I visited the Patagonia HQ last year I felt a profound sense of tension. On the one hand Patagonia is a business. On the other hand, they have a deep-rooted philosophy that discourages over-consumption and waste. It's an interesting and tough position to be in, but I really believe that what they're doing is authentic.Today, of course, is a shopping frenzy across the nation, but true-to-form Patagonia is trying to turn Black Friday on its head. The Ventura, California-based company launched a short film called Worn Wear that explores the quality of the things we own and the lives we live by featuring Patagonia customers and their gear that has stood the test of time—it's not only inspiring, but a great antidote to all the retail craziness.

Patagonia is asking us to celebrate the stuff we already own instead of buying something new. And in addition to the Worn Wear film (trailer above), they've partnered with iFixit, a new repair program that will co-publish a series of free repair guides for Patagonia clothing. In addition, on Black Friday, you can head into Patagonia stores and get help fixing an old Patagonia and sample the new Patagonia x New Belgium beer—not a bad deal.