Patagonia: 50 Years of Profit for The Planet

In September 2022, Yvon Chouinard (Founder of Patagonia) and his family transferred ownership of Patagonia to the Patagonia Purpose Trust and the not-for-profit organisation Holdfast Collective.

Yvon described himself as a ‘reluctant businessman’, but with the average lifespan of a corporation currently lasting 20 years, Patagonia is more than just an average corporation.

Giving up the families billions was the biggest action of commitment to a mission statement eCommerce has ever seen. The mission: To save our planet. Patagonia has been doing their bit for the last 50 years and has no sign of stopping.

But what makes them so different from other eCommerce sustainable fashion brands? This quote from Yvon Chouinard may give you a bit of insight: “If you want to understand the entrepreneur, study the juvenile delinquent. The delinquent is saying with his actions, "This sucks. I'm going to do my own thing."”

And doing their own thing is exactly what Patagonia has continued to do so well. Patagonia show that doing the right thing for the planet can be profitable. With changes in consumer behaviour and sustainability becoming more prevalent in the minds of every purchasing decision, more brands look to Patagonia on how profits and planet can be achieved simultaneously.

The trajectory under new ownership shines with progress, resilience, and promise. Patagonia isn't just crafting clothing; it's crafting a narrative of transformation. We applaud their journey and eagerly anticipate the chapters they'll script next.

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Photo: McKinsey & Company

Written by Matt Stokes, Marketing Manager

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