It all started in the 70s, when all Yvon Chouinard, a climbing fanatic, could think about was reaching the world’s highest mountain peaks. Back then, climbing was no cheap hobby. To save money on the climb and improve his ascent, Yvon started manufacturing and selling his own climbing gear. His first breakthrough: steel anchors that climbers use to fix to the rock. These jump-started his business and presence in the American climbing community, quickly capturing around 40% of the climbing market.

Despite this overwhelming success, things were not all rosy. The steel anchors used existing slits in the mountain wall, widening it over time, causing permanent damage to it. Yvon was not comfortable with this. The alternative, however, in the shape of aluminum hooks, was too costly to produce and therefore presented a scaling challenge. If Yvon wanted to make a positive impact on the world and the environment and if he wanted to turn business into a force for good, something had to change. Yvon shifted the focus of the business from climbing gear to sustainable outdoor clothing. 

Patagonia is all about designing, testing, and selling sustainable clothing and leaves the heavy production lifting to certified third parties. The company is walking the green walk! By teaming up with Fair Trade Certified companies, ensuring fair wages, and creating safe working conditions, it is planting its flag on the peak of Mount Sustainability. 

And that’s not all. In the magical realm of the Reduce-Reuse-Repair triangle, Patagonia throws in one more treat for its customers, Worn Wear a lifetime repair guarantee. Yes, that’s right, they have got your back -- and your zipper, and that little tear in your favorite adventure jacket! So, when you put on a Patagonia garment, you're not just wearing clothes; you're joining a movement. It's a blend of style, sustainability, and a commitment to the planet that feels as refreshing as a breeze off the Andes. Patagonia’s clothes are fashionable, time-traveling eco-superheroes. 

Worn Wear is the  fairy godparent of your wardrobe dreams. This magical program is all about repairs  reuse, and making your clothes feel like new again, so you can love them for a lifetime. Even when you no longer have use for that fleece jacket or those pants, you can offer them new life on Patagonia’s own second-hand market. Say goodbye to fast fashion flings and hello to a committed, long-term relationship with your clothes. 

In 2022, Yvon Chouinard took things up a notch. He said, “Earth, you can have the company" and declared earth Patagonia’s one and only shareholder. How?

By handing over 100% of voting stock to the Patagonia Purpose Trust, set up to guard the company values. The nonvoting stock was donated to the Holdfast Collective, founded to help battling the environmental crisis. It’s like stocks on a mission: keeping short-term focused investors at arm’s length and investing in a much greener and happier planet.

Now, here's the real plot twist: by doing so, Patagonia is responsible for donating around $100 million annually to fight climate change. It's not just about looking good; it's just as much about doing good.

Patagonia isn't just giving back; it's throwing a full-blown party for the planet by offering grants, supporting non-profits, and hosting a website that connects you with eco-warriors. Patagonia has become a matchmaker for environmental activism in the form of informative documentaries, legal battles, and even boycotts. 

Patagonia is an environmental superhero to its core. In a world of fast fashion, they are the only option for sustainable, outdoor style. Patagonia has managed to turn a fashion label into a force for good, proving that you can look cool, be successful, and save the planet—all at the same time.