Yvon Chouinard photographed for the September 2022 Patagonia ownership announcement, in which the founder and his family transfer the company to a purpose trust and the Holdfast Collective
Founder Yvon Chouinard transfers ownership to a purpose trust and the Holdfast Collective, naming Earth the company's only shareholder.
Patagonia’s “Buy Less, Demand More” Campaign Reframed Black Friday as a Call for Sustainable Consumption (2020)
Patagonia’s “Buy Less, Demand More” Campaign Reframed Black Friday as a Call for Sustainable Consumption
2020
Source: Patagonia
Patagonia used its Black Friday campaign to tell customers to buy less, demand higher standards, and focus on repairing and reusing clothing instead of constant consumption.
Patagonia’s Worn Wear Campaign Framed Used Clothing as the Future of Fashion (2013)
Patagonia’s Worn Wear Campaign Framed Used Clothing as the Future of Fashion
2013
Source: Patagonia
Patagonia highlighted its Worn Wear initiative during Fashion Week, arguing that long-lasting clothing and repair culture mattered more than producing new garments.
The Patagonia logo was developed through a collaboration between Yvon Chouinard and designer Jocelyn Slack. Chouinard provided the concept, while Slack translated it into a visual form. Although she had never visited Patagonia, she was inspired by Chouinard’s descriptions and aimed to capture that sense of landscape and emotion in the design. The emblem debuted on product labels in the spring 1976 collection.
Chouinard Equipment introduced the Patagonia clothing line in 1973, and the brand’s iconic logo followed shortly after in 1975. It was created by Jocelyn Slack and Yvon Chouinard, inspired by Mount Fitz Roy on the border of Chile and Argentina.
The emblem depicts a stylized mountain silhouette, often compared to frozen waves, reflecting Patagonia’s outdoor roots in climbing and mountaineering. Behind the peaks are horizontal bands of red, blue, and light blue, representing sky and landscape tones.
The North Face and Patagonia grew from the same roots (1968)
The North Face and Patagonia grew from the same roots
1968
"Funhogs" from left: Dick Dorworth, Doug Tompkins and Yvon Chouinard on the summit of Fitz Roy. From 'Climbing Fitz Roy, 1968' (Patagonia), page 20. (Photo: Chris Jones)
The North Face and Patagonia trace back to one 1968 road trip; the founders' paths explain how differently both brands speak.
Staple items: Why every category has its brand-defining product
2026