woman and child looking at red patagonia puffer jacket
hs books patagonia gestalten founder Yvon Chouinard
Patagonia, Patagonia




Ventura, California, USA


Yvon Chouinard


Jenna Johnson



$800 Million (2020)


Founded by Yvon Chouinard in 1973, Patagonia is an American clothing company that markets and sells outdoor clothing. The first store opened in 1973 in Ventura, selling bespoke mountain climbing gear before expanding its production line to include apparel created for other outdoor sports such as surfing.

In addition to sportswear, Patagonia today also offers outdoor products such as camping food, sleeping bags and backpacks today. In an effort to be a sustainable company, Patagonia introduced the ‘Worn Wear’ concept in 2017 allowing customers to return particular Patagonia items in good condition in exchange for new merchandise credit.

Patagonia has additionally been involved in a number of environmental and political activist campaigns, including 1% of its total sales to environmental groups and 100% of sales from Black Friday to environmental organizations (that has totaled $10 million).


Patagonia has achieved a B-label, meaning that it amongst the more sustainable brands within the sector of sports & outdoor clothing. Patagonia also continues to increase its share of environmentally friendly materials in its collection and is listed as one of the frontrunners in regard to the payment of living wages.

Furthermore, Patagonia belongs to both the Sustainable Apparel Coalition and 1% For The Planet – rejecting fast fashion products in favor of high-quality and long-lasting products that offer a repair and reuse program.


Patagonia is a frontrunner in promoting safer working conditions and fair labour practices through its supply chains; engaging in the Corporate Responsibility (CR) movement that encourages companies to take responsibility for their impact and activity on customers, communities, employees and the environment.


As of 2012, Patagonia manufacturing is done by a number of contracting factories in sixteen countries that includes the United States; the percentage of American-made products has decreased over time, with Patagonia stated it as a response to a decline in the US textile industry and domestic high-quality sewing shops.


The Patagonia logo is a stylistic version of the mountain Monte Fitz Roy (similarly known as Cerro Chaltén or Mount Fitz Roy) located near the El Chaltén village in the southern Patagonian Ice Field in Patagonia on the border of Argentina and Chile.


In September 2020, Patagonia announced that Rose Marcario would step down as its chief executive officer and be succeeded by Ryan Gellert. In September 2022, Chouinard transferred ownership of Patagonia to the Patagonia Purpose Trust, a trust overseen by the Chouinard family and advisors.


Yvon Chouinard begins to make climbing tools.


By 1970, Chouinard Equipment becomes the largest supplier of hardware for climbing in the United States of America.

Yvon and Malinda Chouinard found Patagonia.


Patagonia becomes one of the first U.S. workplaces to open childcare facilities at its offices.

The company declares that it will give 10% of annual profits to environmental groups, which later becomes 1% of sales or 10% of sales depending on which is larger.


Patagonia conducts its first environmental assessment report.


Chouinard and Craig Matthews form 1% for the Planet.

Patagonia begins its Common Threads Recycling Program – all Patagonia clothing is thus able to be recycled at retail stores in exchange for store credit.

2009 -2015

Chouinard helps to launch the Sustainable Apparel Launch.

Patagonia becomes California’s first registered benefit corporation and a Certified B Corporation.

Patagonia launches the $20 Million & Change fund.

Patagonia begins selling fair trade apparel.

Patagonia urges customers to repair clothes by operating the largest garment-repair facility in North America.


Patagonia and other B-listed corporations star a $35 million fund that finances solar-panel installations.


CEO Rose Marcario steps from Patagonia

Patagonia closes stores & shuts down its website indefinitely due to coronavirus.

Patagonia joins the North Face in Facebook Ad Boycott

Patagonia has been telling you to vote the assholes out for years.


Patagonia drops corporate logos from its products.

Patagonia has confirms it will no longer sell merchandise to Jackson Hole Mountain Resort in Wyoming after one of the owners hosted a fundraiser featuring Republican Rep. Marjorie Taylor Greene and other Trump supporters.


Patagonia launches an initiative to combat climate change misinformation.

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