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Patagonia - "Our business plan is to save our planet"

Yvon Chouinard, Patagonia's founder, started climbing in 1953, a member of the Southern California Falconry Club at 14. A simple lesson in rappelling down the cliffs to the falcon's nests sparked a lifelong love of rock climbing and nature.

Text: Camilla Åsedal
Photo: Patagonia & Matteo Biachessi

Published 2024-09-28

Muir, Thoreau, Emerson, Gaston Rébuffat, Riccardo Cassin, and Hermann Buhl are names that have always inspired Patagonia's founder. The common thread among them revolves around their commitment to nature—whether through preservation, philosophy, or physical adventures and achievements in mountainous environments.

It all started with Chouinard forging his own pitons in a small workshop in his parents' backyard in Burbank. Together with his work partner Tom Frost, he developed climbing equipment and became an industry leader in the U.S. during the 1970s. In 1970, they revolutionised the industry by replacing pitons with aluminium chocks that spared the rock face—what could be considered the first step toward environmentally conscious climbing.

”I never wanted to be a businessman. I started as a craftsman, making climbing gear for my friends and myself, then got into apparel”

- Yvon Chouinard

Eventually, the business develops from climbing equipment to producing clothing. By 1972, they were selling rugby jerseys from England, polyurethane raincoats, hand-knitted mittens and boiled wool caps from Austria.

Mountain climbing apparel in innovative materials

Patagonia’s garments are inspired by and designed for the places the company strives to protect—the mountains, forests, oceans, and the entire planet. They place great emphasis on the details, ensuring that every wearer can experience the superior quality, both now and for many years to come. Through innovative climbing apparel, Patagonia has advocated for the use of materials like polypropylene and fleece, which provide the crucial layering effect to protect against the elements. In 1985, they introduced Capilene® polyester and Synchilla®, a soft, double-knit fabric that resists pilling.

”We’re in business to save our home planet”

In 2023, Yvon Chouinard wrote a public letter that fundamentally transformed Patagonia and, hopefully, inspired other companies to follow suit. He declared that "Earth is now our only shareholder", announcing that Patagonia would henceforth donate its profits to the planet. Among other initiatives, they have donated over 200 million USD to environmental organisations and initiatives through 1% For The Planet and their ownership foundation, Holdfast Collective.

Patagonia's CEO, Ryan Gellert, reminds us that despite Earth's vast resources, they are not infinite:

”If we don’t clean up our mess, we’ll be history. We must use all the tools at our disposal to secure a safer, more just future.”

Focusing on repair

Photo credit: Drew Smith

Patagonia strengthens its commitment by encouraging customers to repair and reuse their existing products instead of buying new ones. They advocate for repairing, sharing, and recycling gear to promote a culture of responsible consumption. By making repairs more accessible, Patagonia helps its customers extend the lifespan of their products, which in turn reduces the environmental impact associated with producing new goods.

Read more about Patagonias repairing service here.

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Camilla Åsedal Outdoor Patagonia

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