Patagonia, the outdoor clothing outfitter, has figured out what gets surfers’ attention -- and it’s something more blunt than big breaks. Yep, the company plans to bring them in with the promise of weed.
In a new print ad Patagonia declares, “We have the best weed in town (and we’re giving it away)":
No, don’t be silly, not that sort of weed! In most states that’s still illegal. What Patagonia's got on offer isn't actually a weed at all: The ad refers to guayule, a desert shrub native to the Southwestern U.S. that's being baked into wetsuits instead of brownies. Priced between $529 and $549, the company's hardly giving the suits away -- but it's decided to make the new biorubber, made by Yulex, available to the rest of the surf industry.
Why? It's not just out to leave you duped. The brand believes that open sourcing a rubber made from greener alternatives will give the surf industry a break from non-biodegradable, resource-intensive neoprene.