With the European outdoor clothing market increasingly saturated, companies have to make sure to not only offer a product but a way of life that their diverse target group identifies with. In this fiercely competitive climate, Californian brand Patagonia has been thriving with a mix of sustainability and 'anti-advertising'.

After years of two-digit growth, the gold rush in the European outdoor apparel industry is over. While growth rates, after the stagnant mid-twenty-tens are slowly recovering, European brands are working not only on offering rainproof gear but also on communicating a distinct lifestyle. Californian company Patagonia has managed to achieve this very well: