Patagonia, the official apparel of green-minded outdoorsy people and all of San Francisco, wants its customers to buy fewer of its products. Instead, the company is asking that Patagonia lovers reuse and repair their clothes.

The company will mend its products for cheap, and help customers sell them on eBay or through their website. It will give money from new sales to environmental groups.

The key here, perhaps: The company's owners claim they "aren't looking to get wealthy." Instead, they're just looking to do well by themselves and the planet.