We had to really create a whole new one, but it was the right thing to do given the environmental harm caused by chemical conventional cotton.Īnother example is our decision to sue the president over the reduction of Bears Ears National Monument. #UFOCUS CLOTHING HOW TO#It has proven itself over and over again.įor example, when we decided to only use organic cotton, we didn’t have or know how to build an organic cotton supply chain. We’ve found that when we put the planet first and do the right things for the planet, it winds up being good for business. Long-term thinking allows us to make smarter and more responsible decisions. We don’t look at things on a quarterly basis. How do you balance your brand purpose and business goals? Sonsev: You’re a profitable private company. We also do some product marketing and when we do, we often tie it to an environmental (supply chain) story. The only television commercial we ever ran featured our founder and it was designed to generate more comments on the Trump administration’s decision to reduce national monuments during the public comment period. We don’t do a lot of traditional advertising. Before all, we emphasize storytelling and spotlight the environmental causes we care about. Kenna: For us, it’s more important to get the environmental story out than Patagonia the brand. Sonsev: How has your brand purpose impacted your marketing efforts? We now regularly leverage our employees to advise on where to invest resources since they are active in their local communities. His presentation saved the river and demonstrated the impact of grassroots activism. Then, a biology student named Mark Capelli presented a slideshow showing photos of life in the Ventura River and explaining how it could be restored. The government officials said the river was dead and there was nothing to save. Yvon went to the town hall to take action. The Ventura River, which was near Patagonia’s headquarters, was threatened to be diverted. Later, Yvon saw an opportunity for activism in the company’s backyard, an event that inspired the 1% giving program and the grassroots environmental activism core to Patagonia. This led Chouinard Equipment to create aluminum chocks and other forms of protection that were more sustainable and inspired our first environmental essay in the catalog, which was on clean climbing. He started out making pitons for rock climbing, but when he saw the damage pitons were having on the rock, Yvon was committed to finding an alternative. We’re all outside loving wild places and that directly translates into protecting them.īefore Patagonia came into existence, Yvon was an avid climber. Lisa Pike Sheehy: Our mission evolved out of direct experience.
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