Patagonia’s revamped NYC store embodies the brand’s ideals.

Patagonia is celebrating its 20-year presence in New York City with the launch of a revamped store that embodies the brand’s ideals.

Located at 72 Greene Street (two blocks from Patagonia’s original shop), the store incorporates reclaimed wood from the historic Domino Sugar Refinery and repurposed marble from MoMA’s sculpture garden. The sportswear brand has long been a proponent of the circular economy, the ethos that aims to make the most use of materials and design out waste from the production cycle. To that end, the store also features a Worn Wear station where employees repair damaged Patagonia items.

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Aside from radiating sustainability, the store aims to be a community center, offering meeting space for environmental nonprofits and free weekly yoga sessions. The brand plans to host 700+ in-store events around the country this year, although details are still in the works. “This is not a one-size-fits-all kind of thing,” said vice president of global retail Robert Cohen to WWD. “The one thing I can guarantee is that we will be inviting the community to come in and do more than just shop.”

As consumers continue to place more value in experiences than things, retail spaces will need to offer more than just merchandise to keep people engaged. And Patagonia provides a compelling model of a brand fleshing out its values and crafting a lifestyle for its customers, not just a product.

Image source: The New Yorker