“Scientists are telling us that we’re destroying the planet and no one wants to do anything about it. I only have this business because I’m very pessimistic about the future…I use this business as a resource to do something about our problems.” Environmentalist, avid climber and Patagonia founder, Yvon Chouinard speaks to Japan’s “B” magazine as it turns its singular attention to everybody’s favorite outdoor brand.
For its 38th issue, the “Brand Documentary Magazine” heads to Patagonia HQ in Ventura, California, delving into every aspect of the company. Sitting down with its legendary leader Chouinard, new CEO Rose Marcario as well as heads of testing, design, ecological affairs and just about everyone in between, the journal seeks to understand the constant balancing act between making great product and making as little impact on the environment as possible. A trick Patagonia have been pulling with skill since the ’70s.