Today on Black Friday, when deals and discounts entice people to buy, Patagonia wants to send an alternative message that explores the quality of things. To do this, the Malloy family (Patagonia Surf Ambassadors) have produced Worn Wear, a short film to share the stories of Patagonia customers and their Patagonia gear that has stood the test of time.

The short film takes people to an off-the-grid surf camp in Baja,

Mexico; a family's maple syrup harvest in Contoocook, Vermont; an organic farm in Ojai, California; and into the lives of a champion skier; a National Geographic photographer; and a legendary alpinist. It also features exclusive interviews with Patagonia founder Yvon Chouinard.

Worn Wear Trailer:

Worn Wear Short Film:

In addition to premiering the film in 15 retail stores on Black Friday, Patagonia will unveil its new repair program with iFixit . Together, the companies will co-publish a series of free repair guides for Patagonia clothing.

Patagonia is the first apparel company to partner with iFixit in an effort to encourage customers to repair old products instead of buying new ones. Customers can visit the 15 select Patagonia Retail locations on Black Friday and receive help repairing an old Patagonia garment, in addition to sampling the new Patagonia California Route beer made by New Belgium Brewery.

Patagonia will also sell an Expedition Sewing Kit (MSRP $30) in its retail stores and online, complete with a machined awl made of high-quality aluminium, heavy-duty needles, various selections of thread, and patch material.