we're not sure whether to call this a campaign or a community, and that's exactly the point. patagonia's worn wear has the requisite blog and website, but they're doing something particularly special with instagram: letting patagonia lovers come together to tell their own stories about living with and patching up their gear. we're fascinated by the way that worn wear blurs the line between social media and life. the feed features a mix of pictures and stories submitted by followers and of the people who bring their clothes to the worn wear van for patching up. the reward here is not for buying something new, but for continuing to use something old. worn wear celebrates clothes that are lived in and the people who live in them. not to mention, the photos are beautiful.