How Patagonia Became The Most Reputable Brand In The United States

“In many ways the magic of Patagonia comes from the constraints we place on ourselves which are grounded in our deep sense of responsibility to do right by the environment and society,” Stanley told me. “We can't go to the Fashion Institute of Technology library and choose from 5,000 fabrics for the spring line. We have a couple hundred we can choo... See more

Chouinard and his business partner, Tom Frost, made what would become a legendary decision to shift away from pitons. It foreshadowed many other decisions Chouinard would make over the next fifty years, each with a similar pattern: Come to grips with damage you’re doing, set bright lines about how you’ll shift your business to reduce that damage, t... See more