Pro fit auto interiors4/9/2023 ![]() Patagonia invests heavily in overseeing its supply chain, with a particular focus on labor rights and environmental impact, and has conducted research on its own problems in both sectors. He was an early adopter of making clothing with organic cotton, recycled materials and fair trade labor. In 2002 Chouinard co-founded One Percent for the Planet, which has convinced other businesses to donate 1% of their sales to fighting climate change. The company’s first retail store, which opened in 1973, in Ventura, California. He decided his business could be a model in “taking the long view and doing the right thing”. “For years, I was tormented by the realization that my own company, dependent on the consumer economy, was responsible for some of overabundance of goods,” Chouinard wrote in a 1995 essay. His management team has long grappled with how growth interacts with, or even contradicts, environmental activism. Gellert is aware of the skepticism that comes from those who look at Patagonia’s donations and see a brand doing effective marketing. Business analysts say the company has grown quickly, particularly when compared with competitors like The North Face, in part because it has a history of being vocal on the environment. Over the years, the company has grown into one of the largest outdoor apparel brands with more than 70 retail stores globally and nearly $1.5bn in yearly revenue. Now all of a sudden, we’ve got something really significant … The money is in the process of going out the door right now.” “We look at the 1% giving as walking the countryside, spreading seeds. “We’re all orienting in our different roles toward the same goal,” Gellert said. ![]() Then in April, the company will formally launch a third activist unit, Home Planet Fund, a non-profit that will fundraise and funnel money to those fighting climate change in isolated and fragile regions, with particular attention to Indigenous communities. The creation of the Holdfast Collective introduced a second activist arm, a non-profit that will funnel larger grants and donations in the millions. As it has since 1985, the company still donates 1% of its revenue to community-oriented, grassroots environmental groups through small grants, worth up to $15,000. Patagonia will soon have three core activist segments. ![]() The rest – 98% of the stock, worth about $100m a year in dividends – will go to a new non-profit, the Holdfast Collective, focused on climate activism, including political advocacy. Under the new structure, 2% of the shares and all decision-making authority has been transferred to a family trust, giving the Chouinards continuing control over corporate decisions and the mission. The company made a big step toward realizing that big idea last September when Yvon Chouinard, the rock climber turned founder of Patagonia, announced that his family will reshape the way it controls the privately held company. Ryan Gellert: ‘If you’re serious about and this is your business, you’ve got to develop a level of comfort with contradiction.’ Photograph: Maximillian Mann for Patagonia ![]()
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