At the European Outdoor Week in Riva del Garda, sustainability stops being just a topic of debate and becomes concrete action. Among the protagonists of the 2026 edition is Patagonia, which brings its approach to circularity through the Worn Wear project, a key player in both B2C events and the B2B trade fair hosted at the ORBDAYS pavilions. The message is that extending the life of garments is the first step to reducing the environmental impact of the outdoor industry.
During the activation days, participants can bring their damaged technical garments and have them repaired directly thanks to the Worn Wear mobile workshop. At the same time, Patagonia will also be present in the B2B pavilions of ORBDAYS, where the project will be presented to the professional sector as a concrete model of circular economy applied to the outdoor industry.
From repair to recycling, the role of Matrix and Reju
When a garment is no longer repairable, the second phase of the circular system comes into play. Products are entrusted to specialized partners like Matrix and Reju, who are responsible for transforming materials and reintroducing them into the production cycle. A model that aims to close the loop and move from consumption to repair, all the way to regenerating fibers, with the goal of progressively reducing textile waste and increasing the percentage of reused materials. 
A circularity workshop for the outdoor industry
The combined presence of consumer activation and the B2B trade fair makes the Worn Wear project a case study with dual value: on one side, direct experience with end users, on the other engagement with brands, manufacturers, and industry operators. In an event that brings together the international outdoor industry in Riva del Garda, Patagonia’s message is to rethink not only the product, but the entire life cycle of technical clothing.
Beyond declared sustainability
The project highlights a paradigm shift where it is not enough to design more durable garments, but real infrastructures are needed to manage what happens after purchase. In this sense, Worn Wear and the collaboration with Matrix and Reju become an operational example of applied circular economy, where repair and regeneration are no longer isolated initiatives, but parts of a structured system.
