Patagonia Brand has been handed over to the Planet.
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“Our only shareholder is now the Planet” Yvon Chouinard, Sept. 2022

The founder’s action has few precedents in the history of environmental associations.

A Revolution under the banner of love for the environment is the one that Yvon Chouinard, founder of Patagonia and mountaineering legend, announced just a few hours ago: donating his company to a No-Profit organization working to combat climate change.

Chouinard, and his family, transferred their shares, valued at more than $3 million, to the Holdfast Collective and the Patagonia Purpose Trust, both of which were created by the founder himself to preserve the company’s independence and ensure that all profits-about $100 million a year-are used to fight climate change and protect undeveloped lands around the world.

In the past, the brand had already supported the environmental cause extensively; choosing, for example, to produce eco-sustainable clothing made from materials with a low environmental impact, certifying the life cycle of fabrics, production, and recycling processes, and donating 1 percent of Patagonia‘s sales to nonprofits, decades ago; many years before everyone else.

In the winter of 2021, it refused to sell its clothing to a Wyoming ski resort that had hosted a fundraiser in support of Trump’s campaign.

Moves like this have created valuable marketing campaigns around the brand that have made Patagonia, and Yvon Chouinard’s personality, world famous. An example to follow.

Several experts have called Chouinard‘s announcement something with very few precedents in the history of multinational corporations and environmental groups, especially because of the irreversible choice involved.

 “Hopefully this will influence a new form of capitalism that doesn’t end up with a few rich people and a lot of poor people, we are giving up the maximum amount of money to people who are actively working to save this planet.”

Said Chouinard, but what will be the future of the brand?

Patagonia will continue to manufacture and operate as a private for-profit company based in Ventura, California. It will always sell its highest quality jackets and backpacks online and in stores.

From now on, all the money we spend on Patagonia will be earned by our planet.

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