Counterfeits have long posed a challenge for Patagonia. As a company dedicated to protecting our planet, Patagonia has remained committed to eco-friendly manufacturing. However, the prevalence of replicas on the market contradicts these efforts, as their unethical production processes cause significant environmental harm.

Many consumers are simply unaware of this impact, continuing thier contributiion to environmental degradation.

So Patagonia launched the "Patagonia Kills Patagonia" awareness campaign that addresses replicas as a threat not only to the brand's identity but to our planet.