Yvon Chouinard and Patagonia‐s Purpose-Driven Ascent

Ian Lee Technology

" Yvon Chouinard started making climbing gear in the 1960s but factory-made pitons were damaging rock faces. He faced backlash from climbers and an identity crisis over whether to keep selling or stop environmental damage. "
Rather than cease business, Chouinard redesigned pitons and shifted to sustainable materials. When he founded Patagonia, he built environmental activism into the core DNA pledging 1% of sales to the planet long before it was trendy.Patagonia became synonymous with quality, sustainability, and corporate ethics. It turned a small climbing brand into a $1+ billion business while influencing global corporate social responsibility.

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Yvon Chouinard and Patagonia‐s Purpose-Driven Ascent
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