Patagonia has long been a leader in the outdoor clothing and equipment industry.

They’ve also pushed forward on the “green manufacturing” front, making low-impacts and environmental projects a key part of the company’s charter.

With that as a background, I’ve long been amazed they didn’t have a blog presence–one that allowed their supporters a place to engage with the company.

So it wasn’t a surprise when they finally rolled out their blog: The Cleanest Line

It offers readers an interactive forum where they can learn more about Patagonia’s environmental efforts and then comment on them.

Success or Failure?

Will it succeed? A quick scan of the blog’s subject categories suggests they’re heading in the right direction. While time is the true arbiter of success, a blog for a company like Patagonia’s would underachieve hugely if it focused solely on products.

Engagement is about connecting with customers in the white space around the products, and while it’s only a few posts old, the Cleanest Line appears to be heading in that direction.

Their subject categories skip any mention of products, and focus instead on topics like “Environmental Awareness” and “Soul of the Sport.”

What’s Next?

If I were Patagonia’s marketing director, I’d push hard for blogs in each of Patagonia’s market categories, and look for contributing bloggers far away from Patagonia’s corporate structure, and closer to their user base.

Still, a single corporate blog is a great first step. We’re watching.

Visit the Patagonia blog at: The Cleanest Line: Hierarchy of Environmentalism

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