Some might say that Patagonia is crazy company when launching a campaign with the motto "Don't Buy This Shirt Unless You Need It".
For me, it made read through their values and find out that Patagonia is one of the leading companies in the world really finding ways to produce it's outdoor gear in the most ecological way possible.
Outdoor lovers use enormous amounts of different kind of synthetic fibres, plastics and composite products. It's about time that there are some leaders in making our consumption leaner so that we will not destroy our environment while enjoying it.
Another good example of ecological thinking in nature travel is Basecamp Oulanka in Kuusamo. They arrange a range of wilderness activities from extreme adventures to well-being holidays - all with high environmental, social and economical standards.
Seeing what modern wilderness tourism has done to many areas of Finnish Lapland, doing things really in the original way and minimizing operational footprint in every way is a refreshing, delightful and not a bit less fun.
Buy a Patagonia - if you really need one, and go to Kuusamo to enjoy some real experiences!