Patagonia

Patagonia is an outdoor clothing brand founded in 1973 by Yvon Chouinard, which has become a symbol of environmental activism and ethical business. Its philosophy is based on a simple yet radical principle: the company exists not just to sell products, but to safeguard the planet . The official motto— “We're in business to save our home planet” —reflects this mission.

Patagonia's approach is based on four main pillars:

1. Producing less, but better – Garments are designed to last, reducing the need for frequent purchases and combating throwaway culture. The company promotes repair, reuse, and recycling through initiatives like Worn Wear .

2. 360° Sustainability – Using recycled and organic materials, reducing emissions, responsibly sourcing, and supply chain transparency. Patagonia measures and communicates the environmental impact of every product, recognizing that every production step has an ecological cost.

3. Environmental Activism – The company donates 1% of its revenue to environmental organizations, supports protest campaigns and lawsuits against harmful projects, and encourages customers to be active citizens, not just consumers.

4. Radical Corporate Ethics – In 2022, Chouinard transferred ownership of the company to two nonprofit entities, ensuring that all profits not reinvested in the business will be used to fight the climate crisis.

In short, Patagonia doesn't simply "sell sustainability" as a marketing strategy, but seeks to demonstrate that a company can thrive by putting the common good first . The philosophy is clear: we can't protect what we don't respect, and responsible consumption is an integral part of the solution.

If you like, I can also prepare a more narrative version that tells the Patagonia philosophy as a story of entrepreneurial rebellion.