What matters is what happens to the used clothes. Patagonia resells them to consumers.
> the boxes and sorts the contents into three categories:
> Rewear: Wearable clothes are marketed as secondhand clothing.
> Reuse: If the clothes or textiles are not suitable for rewear, they’re turned into other products, such as remake collections or cleaning cloths.
> Recycle: All other clothes and textiles are shredded into textile fibers and used to make, for example, insulation materials.
The "Rewear" category is reselling the clothing.
Don’t fall for their narrative.
Not least because it opens the company up to fines for false advertising (e.g. Australian Competition and Consumer Commission regularly polices companies operating in Australia, which H&M does)
See also: Wells Fargo; Amazon
A former company that I worked for wanted their customers (Real Estate Agents) to fill out profiles. They wanted the account managers to encourage this behaviour so they tied the bonus/commission to having it filled out.
Needless to say, the customers had very little interest in filling out the profiles. I found all the account managers sitting around a table at a conference filling them out themselves instead of talking to the customers (as they should have been at the event).
A few even discovered they could fill the fields with '.' characters and game the system (they got caught and fired for crossing the line). The others just wasted valuable time they could have been selling products and got their bonuses.