Patagonia made headlines when they admonished us: “Don’t buy that jacket.” In fact, they made so many headlines, we bought them anyway. Their commitment to environmental sustainability keeps them at the top of GoodGuide’s apparel recommendations.

Take a region where charcoal is the cooking fuel of choice, switch it out for a cleaner burning fuel that doesn’t contribute to global warming quite so dramatically, then, somehow, track the whole thing accurately enough that it’s possible to measure the tons of emissions the switch represents. Finally, sell the avoided tons on a…