Patagonia keeps Argentinean merino in marketing messages
21/08/2015
Ovis 21, a sheep-farmers’ co-operative in the region of Patagonia, moved in mid-August to remove certification from one of the farms in its network following publication of a video by a campaign group showing poor-quality animal care. In spite of this, Patagonia announced that it was ending its association with all Ovis 21 farmers and would seek alternative sources of merino wool.
Marketing messages appear to have failed to keep up, with clear references to merino from the Patagonia region included extensively in promotional material for new-season baselayer clothing.
Along with new features (such as thumb-loops, woven lables and flat waistbands) and new slim-fit options, the brand presents new materials, including merino from Patagonia, as one of the plus-points of the new baselayer collection.
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