The Founder of Patagonia Is on a Mission to Save the Planet
When Yvon Chouinard founded Patagonia in 1973, the 34-year-old dirtbag climber focused on making better tools and clothes for the sport he loved. “We were just building the best equipment we could make for our friends,” says Chouinard. That meant durable stitching and tough material that moved the way adventurers needed it to and performed reliably whether it was wicking away sweat or protecting against rain.
“I had no idea we would grow into the size we are now,” he says. One reason for the growth is that clothes that made climbing more comfortable also worked for traveling, commuting, and just hanging out. To Chouinard’s likely chagrin, people relabeled Patagonia as Patagucci, a snide acknowledgment that the brand was trailblazing the movement of athletic clothing into mainstream style.
One of Patagonia’s legacies is spawning other technical brands that crossed over into many guys’ work wardrobes. Think Rapha (cycling), Arc’teryx (climbing), Lululemon (yoga), Saturdays (surfing), Outdoor Voices (running), and Rhone (strength training). Heck, now you expect your everyday clothes to incorporate high-performance fabrics.
Along the way, Chouinard began orienting both consumers and other businesses toward his mission: enjoying and saving the wild. Since 2002, more than 1,200 companies have joined his 1% for the Planet-founded by Chouinard and his friend Craig Mathews of Blue Ribbon Flies-as member businesses. Others have found their own organic ways to give back, whether it’s Tom’s donating a pair of shoes, Bombas donating a pair of socks, or Warby Parker donating glasses. Plus, Patagonia has helped normalize recycling, transforming plastic bottles into textiles and incorporating recycled down, wool, and cotton in its products. Industry giants like Nike and Adidas and new-school brands like Allbirds and Topo Designs have joined in the effort.
Chouinard, now 79, isn’t done. He’s putting his money where his mouth is and Patagonia is getting into food with its new provisions line. The goal (gulp): Fix the food chain. “It’s our only hope. We offer a selection of foods sourced in ways that address environmental issues,” says Chouinard. “In some cases, we’re adopting the best practices already in existence; in others, we’re finding new ways of doing things, which, as we might have guessed, frequently end up being the old ways.” That means harvesting wild protein like salmon, buffalo, and mussels, as well as organic grains, hops, and honey.
It may seem a long way from Chouinard’s original mission, but it’s actually the path he’s always pursued. “I’m in business to save the planet,” he says. “It sounds corny, but that’s the reason.”
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