Some Retailers Rejecting 'Gray Thursday' as Part of Holiday Shopping Ritual

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Patagonia is the first apparel company to partner with iFixit as the companies co-publish a series of free repair guides for Patagonia clothing. Customers can visit 15 select Patagonia stores on Black Friday and receive help repairing an old Patagonia garment, while sampling the new Patagonia California root beer made by New Belgium Brewery.

Patagonia is selling an Expedition Sewing Kit ($30) in its retail stores and online that includes a machined awl made of aluminum, needles, a selection of thread, and patch material.

The company, which pushes high-end outdoor clothing and gear, has approximately $575 million in annual sales.

Also as an antithesis to the Black Friday and Cyber Monday shopping frenzy, the company will premiere in 15 stores this Black Friday a short film called "Worn Wear," which tells the stories of Patagonia customers who have held onto their clothing for years or generations.

Among the interviewees are Kristin Gates, a long-distance hiker who chooses to patch up her winter jacket instead of buying a new one. The film explores a surf camp in Baja, Mexico, a family's maple syrup harvest in Contoocook, Vt., an organic farm in Ojai, Calif., and more.

"Released as an antidote to the Black Friday and Cyber Monday shopping frenzy, Worn Wear is an invitation to celebrate the stuff you already own," the company says.

Read More: Are Fair Trade Clothes a Fair Deal?

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