Zagging while other retailers zig, outdoor clothing brand Patagonia is urging shoppers to keep and repair their old clothes rather than buy new ones this Black Friday.

Instead of trumpeting deals on the day after Thanksgiving, Patagonia will show a short film at select retail locations in the United States called "Worn Wear" that features customers who have held on to their Patagonia duds for a long, long time. (Watch a teaser for the film, above.) Patagonia has also partnered with peer-edited repair site iFixit for the push.

The effort coincides with Buy Nothing Day, an anti-consumerism holiday held on Black Friday that was established by Adbusters in 1992. But it's not entirely philanthropic: Patagonia is selling a $30 "Expedition Sewing Kit" for shoppers who want to repair their old Patagonia wear.

Patagonia isn't the only brand to take a different approach to the start of the Christmas shopping season. In the UK, luxe department store Harvey Nichols is marketing a "Sorry, I Spent It On Myself" collection of generic goods to shame shoppers into thinking of others this year.

Image: Patagonia