Patagonia's documentary 'The Shitthropocene' examines the era of disposable clothing
In a thought-provoking documentary titled 'The Shitthropocene,' renowned outdoor company Patagonia delves into the pervasive issue of clothing waste resulting from consumer habits. The 45-minute film, both humorous and poignant, offers a critical examination of how the clothing industry has become inundated with disposable items over time, posing a significant threat to the environment and humanity at large.
The term 'The Shitthropocene' is a clever play on words, referencing the current geological age of mankind known as the Anthropocene. Through satire and candid insights, the documentary highlights the alarming consequences of unchecked consumerism and the relentless pursuit of unnecessary possessions, warning of the dire consequences it could have on the planet.
As a company deeply committed to environmental activism, Patagonia has long championed sustainable practices and responsible consumption. Encouraging consumers to prioritize quality over quantity, Patagonia advocates for the development of durable, timeless clothing that can be repaired and has minimal environmental impact. Through 'The Shitthropocene,' Patagonia aims to galvanize its community to demand accountability from manufacturers and promote the longevity of its products through resale and repair initiatives.
'The Shitthropocene' will be screened in Patagonia stores across Europe and is also available for viewing online via the European Patagonia website. By sparking meaningful conversations and inspiring collective action, Patagonia hopes to ignite positive change and mitigate the harmful effects of disposable clothing culture.
