Investigative journalism reveals that Patagonia, a brand known for its sustainability initiatives, frequently transports clothing by air, a significantly more polluting method than sea freight. Data analysis shows that around 5% of Patagonia's clothing is shipped via air, higher than similar brands like H&M and Primark.
Air freight generates substantially higher greenhouse gas emissions compared to sea freight. For example, transporting a coat by air emits approximately 47 times more greenhouse gases than shipping it by sea. This is concerning, given that experts suggest air freight should be avoided completely in the fashion industry.
Patagonia's air freight usage is higher than many other brands, with companies like Lululemon exceeding 40%. This stands in contrast to Patagonia's public image and criticism of other companies' 'greenwashing'.
Other companies were also assessed:
Patagonia justifies its use of air freight as a last resort in exceptional circumstances involving unavoidable delays or manufacturing issues. However, they declined to explain why these delays would result in unused products, contradicting their 'timeless' product labeling.
The reliance on air freight by even sustainable brands highlights a broader issue within the fashion industry. The increasing dominance of ultrafast fashion and disposable clothing exacerbates the problem, further contributing to high greenhouse gas emissions. Overall, the fashion industry accounted for approximately 11% of cargo flights to the European Union in 2023.