Yvon Chouinard (Patagonia): The undeniable champion of using business for good

The Unintentional Entrepreneur, sounds like a good book title right? But it’s the reality of Yvon Chouinard. All he wanted was to make quality climbing gear for himself and his friends. So, he thought himself blacksmithing and started crafting equipment in his father’s garage in California.

Word spread fast. Everyone wanted his gear, because it was durable, reliable and revolutionary. Soon enough, he founded Chouinard Equipment. Already then, Chouinard did his part in environmental conservation: he invented pitons and chocks that reduced damage to rock faces, professing ‘clean climbing’.

But as demands grew, so did his environmental concern about the impact of producing his metal gear. That’s when he pivoted from hardware to apparel, founding Patagonia, the outdoor clothing brand that became synonymous to sustainability and ethical business.

Where to begin… Well, if you want to know the full, insanely inspiring story, pick up a copy of Chouinard’s book Let My People Go Surfing. We’ll try to summarize his pioneership in a few bullets:

• Clean climbing revolution: He accelerated environmental consciousness in the climbing community by advocating for sustainable practices.
• Sustainable frontrunner: With Patagonia, Chouinard pioneered the use of organic cotton and recycled materials in clothing.
• Radical transparency: Patagonia’s supply chain practices are so transparent, you could call it an open book (a rarity in the fashion industry).
• Work-life balance: Encouragement to leave work to surf when the waves are good, on-site childcare, paid sabbatical to volunteer, outdoor meetings and extended parental leave; Patagonia’s culture is built around a good work-life balance.
• Philanthropy: Chouinard initiated 1% for the planet, where global business leaders commit to donating 1% of annual sales (yes, sales, not profits) to environmental causes.
• Grassroots activism: Chouinard is a huge supporter of grassroots environmental organizations, giving them donations, publicity, and practical assistance.
• Climate commitment: Chouinard recently transferred company ownership to a trust and nonprofit dedicated to addressing the climate crisis, ensuring Patagonia’s profits serve environmental causes indefinitely.
• Ethical businesss prodigy: Chouinard demonstrates that businesses can thrive while prioritizing ethics and the environment.  

Worn Wear Program

Patagonia’s worn wear program is a textbook example in circularity. Their mantra? “One of the most responsible things we can do for the planet is to keep our gear going longer. That’s why we’re making it as easy as possible to repair your gear.”

1. DIY repairs: Patagonia gives clear instructions on how to DIY-repair. “Tell everyone you fixed it yourself. Help friends patch things up. Use an iron for the first time in a long time. These are super clear instructions for super cool people who like to get things working again.”
2. Professional repairs: Drop off your item at a Patagonia in-store repair station in Berlin, Stockholm, Amsterdam or Milan and it will be repaired right there, have another Patagonia store mail it to these select stores, or mail it yourself. If the item can’t be fixed, Patagonia will repurpose and recycle it, giving it a second life.

Recommerce

Within their worn wear program, Patagonia also resells used items. Good news if you live in the US: Patagonia buys back pre-loved gear and resells it online, giving items a second life – saving it from the landfill. In their online shop, you can buy pre-loved gear at good prices.

If you’re in Europe, you can visit their Berlin store, where you can find pre-loved and patched up gear. These items are insanely popular. If you’re looking for a specific style, colour and size, you can let the in-store crew know, and they’ll try to find it for you. Patagonia plans to expand pre-loved shopping to other cities soon.

We won’t try to describe it better than themselves. So, here’s a copy-paste from the website of their Worn Wear Program:

“Repairs may be visible. Yet this isn't a bad thing. Your repaired gear tells a story—its visible repair remains as a reminder to the adventures gone wrong. A perceptible scar that marks the start of an extra chapter for your gear.

Repairing the things we own may not come naturally to most of us. Yet when we fix an item of clothing, replace a broken buckle, or even sew on a new button, we’re fixing our relationship with the things we own. Reducing our need to keep producing. Repairing what was once so readily replaced. Repaired items will never be perfect—but it was this quest for perfection that made us forget the value of repairs in the first place. Repair your gear in-store today. Replace your gear only when it can no longer be repaired.”

Yvon Chouinard proves that business can be a powerful force for good. Add to this his modest lifestyle – he doesn’t want nor need much besides spending time outdoors, and you have this rare kind of entrepreneur who doesn’t just climb mountains. He moves them.