As we head into the frenzied weekend of mass consumerism (at least in the US) that kicks off right after Thanksgiving Day with Black Friday, and continues on through Cyber Monday, one of the leaders in responsible business is serving up an antidote and urging us to celebrate the things we already own.

If you make high-quality products, your customers will continue to use them and enjoy them and sing their praises, long after the next version of it hits the shelves, which is a much more sustainable business model than pushing out newer model after newer model, just for the sake of increased sales volume.

This may not always apply to all businesses and product lines, because obviously some items are made to be consumed or worn out quicker than others, but for products such as clothing and outdoor gear, it’s a win/win situation for both producer and customer.

Patagonia is one of those brands that’s synonymous with quality and integrity, and their business practices support that in other ways as well, through supply chain transparency, the introduction of Fair Trade clothing, and even urging its customers to buy less of their own products. And now they’ve done it again, with a short film that celebrates quality, both in the stuff we already own and in the lives we choose to live.

“Worn Wear is an exploration of quality – in the things we own and the lives we live. This short film takes you to an off-the-grid surf camp in Baja, Mexico; a family’s maple syrup harvest in Contoocook, New Hampshire; an organic farm in Ojai, California; and into the lives of a champion skier, a National Geographic photographer, and a legendary alpinist. It also features exclusive interviews with Patagonia founder Yvon Chouinard. 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.” – Patagonia

Patagonia is hosting Worn Wear parties across the US on Black Friday, serving as the perfect antidote to the rampant consumerism that seems to infect the populace right after the turkey is served. These parties will feature screenings of the Worn Wear film, food and music, the opportunity to bring your old gear and attend a repair clinic to put those goods back in service, and even imbibe some “super-secret” limited edition beer.

Find out if there’s a Worn Wear party happening near you, and leave your cash and credit cards at home on Black Friday while you celebrate the well-traveled gear you already own.