Ann: Paradise Textiles Term Sheet for Exclusive Supply of Fibre, page-17

As well as meeting the current & future needs of it's existing customer base, I'm sure the Alpine Group are looking for ways to attract new customers.
They have The North Face as a customer , but not Patagonia ( similar product range ).
Being able to exclusively offer Nullabor Fibre, finer than silk & substantially stronger than normal lyocell, is one hell of a sells pitch given Patagonia's published strategy on MMCF's.

We’re working toward sourcing 100% of MMCFs used in Patagonia products from post consumer textile or agricultural waste streams, rather than from virgin materials.