Patagonia. Yvon Chouinard, the founder and owner of Patagonia, Inc is one of the few business leaders who understand that if your business is not part of the answer, then your business is part of the problem.
Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None requires a motor; none delivers the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature.
The company’s values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach it takes towards product design demonstrates a bias for simplicity and utility. Patagonia, amongst others, uses a portion of its sales to support grassroots groups working to make a real difference . To make it short , Patagonia is one of the most representative Nice Brands that are emerging in the new brand ecosystem.
Find out more about Patagonia’s environmental initiatives here. In 2001, Yvon also co-founded 1% for the Planet, an alliance of businesses that contribute at least 1% of their net annual sales to approved environmental organisations.