This paper takes a holistic look into Patagonia's marketing strategy that reflects its out-of-the ordinary viewpoint on the industry it operates in. With a short look into the pressing issues of the fashion industry, a focus on Patagonia's own weaknesses as well as its attempt to fix the same reveals a very successful and mostly authentic sustainability marketing strategy that has helped the business become increasingly successful in its own bottom line while raising awareness for the need to change. The methodology that is employed in this case study is qualitative in nature and uses primarily secondary sources. The case research suggests that the firm has significantly impacted the social outdoor fashion sector, and it has maintained a consistent and expanded focus on environmental and social responsibility goals and objectives. Patagonia has not discarded its values and priorities for the sake of making profit, even during the disruptive impact that the outbreak of the global coronavirus pandemic has had on the supply chain, demand, and profits.