Despite its openly anti-consumerist ideology, the company posted double-digit growth figures for years on end. In fact, this growth seemed to be occurring despite the company’s best efforts, and it was not for lack of trying: after all, Patagonia once bought out a full-page spread in The New York Times in 2013 beseeching potential customers to refrain from buying products they did not need on Black Friday, including Patagonia’s own R2 jacket. Instead, the company used invaluable page-space to remind the public to reduce, reuse, and recycle accordingly.