From founder to employee, Patagonia is committed to agitating for change

Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.

Patagonia, the outdoor clothing company, has won hearts and minds through its earnest embrace of a mission bigger than its profit margins – and it is updating this mission for this volatile moment.

It has earned itself the moniker ‘Patagucci’, for its functional luxury clothing. The coinage points to how the company, established in 1973 by Californian surfers, has become the comfortably remunerated hiker’s apparel of choice.

It was never intended to be a mass-market brand but the aspirations of its founder, Yvon Chouinard, were always intended to have a mass effect on the planet. Chouinard – probably one of...

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