Even if you're like me and are heavily critical of the role consumerism plays in modern, especially American, society, it's hard not to get caught up in the holiday shopping frenzy that kicks off each year with Black Friday. Beginning in early November, we're absolutely bombarded with advertisements which detail supposedly too-good-to-be-true deals on everything from clothing to toys to electronics. There's only one problem: we hardly need any of it. Sure, if you're in the market for a large ticket item or are hoping to save on your holiday gift giving, taking advantage of Black Friday sales can be prudent. But retailers that beat the Black Friday drum aren't hoping to ease the hit to your wallet this season, they're hoping you'll buy, and do so excessively.

As a fly fishing publication, we deal with both the consumer and advertiser end of the industry. And thankfully, from our perspective, the fly fishing industry largely ignores the Black Friday fiasco. One retailer, Patagonia, is taking things a step further and is urging customers to do the opposite of what most retailers are doing this time of year. Patagonia is urging customers to exercise restraint, to not buy. In a film released today titled Worn Wear, Patagonia highlights the enjoyment we get from the things we already own. Patagonia is hoping that it will serve as an "antidote to the Black Friday and Cyber Monday shopping frenzy."

The last two years haven't been good ones for Alaska's chinook, more commonly known as king, salmon. Returns in some drainages hit all time lows. Alaskan officials have resorted to placing stringent limits on king fishing on rivers throughout the state, including some of Alaska's most famous waterways. The list of possible reasons are myriad and include everything from over harvesting at sea to habitat degradation near the sure to natural variation in the stocks of salmon. These salmon are an integral part of not only Alaska's economy but its culture and heritage. Chinook returns of the last two years have left many concerned, even angry, and looking for answers.

A new film, titled Long Live the King, looks to share the story of the king with anglers and other viewers around the world. According to the filmmakers, Fly Out Media, "Long Live the King celebrates the great homecoming of salmon to the Last Frontier, while promoting a re-energized culture of sustainability among salmon fishermen and women worldwide. Through inspiring imagery, explosive fishing, emotional testimony and a tone of sustainability, respect, and stewardship, the film breathes new life into the hearts of anglers. One goal of this film is to boost the grassroots efforts of our conservation partners to defend the land, waters, cultural heritage, and invaluable resources of Alaska, including the mighty King Salmon of the Last Frontier."