Outdoor / Gorpcore
Patagonia
Country
United States
Founded
1973
Founder
Yvon Chouinard
Brand Story
Yvon Chouinard's company evolved from climbing pitons to a B-Corp pioneer. In 2022 the founding family transferred ownership to a trust dedicated to fighting climate change.
Timeline
- 1957
Yvon Chouinard starts making climbing pitons
Self-taught blacksmith Yvon Chouinard sells his pitons out of the trunk of his car.
- 1973
Patagonia name established
Apparel line spins off from Chouinard Equipment. The name evokes remote, untouched landscapes.
- 1985
1% for the Planet pledge
Patagonia commits 1% of sales to environmental causes — formalized later as 1% for the Planet.
- 1996
All organic cotton
Switches its entire cotton line to organically grown — industry first at scale.
- 2011
"Don't Buy This Jacket" campaign
Black Friday NYT ad urges consumers not to buy unless they need to.
- 2022
Ownership transferred to climate trust
Yvon Chouinard transfers all voting stock to the Patagonia Purpose Trust; non-voting stock to Holdfast Collective, dedicated to fighting climate change.
