"The company’s anti-materialistic stance ramped up on Black Friday, 2011, with a memorable full-page advertisement in the Times that read, “Don’t Buy This Jacket.” (...) The attention the ad received helped to bump Patagonia’s 2012 sales significantly."

They don't have an anti-growth strategy, they have a marketing strategy with an "anti-growth" message, targeting rich people who are willing to dump money into anything that will clean their consciences.

And that isn't bad, it is a brilliant marketing strategy!