I couldn't resist...

Patagonia's original 'DON'T BUY THIS JACKET' campaign appeared in the New York Times on November 25, 2011, see here. 

These campaigns invariably generate a bunch of snarky headlines, many written by frivolous 'boredom' experts (also known as "business journalists") who see wastefulness as their first civic duty.  

'Patagonia's Confusing and Effective Campaign to Grudgingly Sell Stuff' 

'Oh Brother Patagonia Just Give Us a Break With This Sanctimonious Crap' 

'Patagonia's Provocative Black Friday Campaign' 

'Patagonia's "Buy Less" Campaign May Lead to More Revenue'