That&#x27;s literally happening at Patagonia and has been for more than twenty years.<p>It&#x27;s worth reading Yvonne&#x27;s book [1]. In it, he talks about Patagonia clothes becoming fashionable in the 80&#x27;s which led to a spike in demand, then a trough when fashion shifted and layoffs which deeply hurt him and the company. The reaction was to focus severely on attracting customers that were using the products for utility and to discourage others from purchasing. Wonder why you can&#x27;t buy everything Patagonia makes in black, like you can for anything North Face? This is why. Wondering why effectively everything they make with a hood has an oversized hood that fits a helmet instead of being geared to bay geeks that have to walk two blocks from their Uber in the rain? This is why.<p>[1] <a href="http:&#x2F;&#x2F;www.amazon.com&#x2F;Let-People-Surfing-Education-Businessman&#x2F;dp&#x2F;0143037838" rel="nofollow">http:&#x2F;&#x2F;www.amazon.com&#x2F;Let-People-Surfing-Education-Businessm...</a>