Pointing
at True North
"Form follows function" –
this first rule of design could easily be outerwear company Patagonia's
slogan.
Known for its
durable, go-anywhere clothing that can stand up to the harshest elements
from the Arctic to Antarctica, Patagonia makes its clothing to last a
lifetime and enable the wearer to function comfortably in any situation
from climbing a mountain to trekking in the desert or surfing a killer wave.
Founded in 1973 by mountaineer Yvon
Chouinard, Ventura, CA-based Patagonia field tests everything it makes to
ensure that it’s fit for the purpose and can withstand whatever conditions it’s
likely to encounter.
Chouinard, an outdoorsman who became
an entrepreneur, chronicles his life journey in his book, Let My People Go Surfing – The Education of a Reluctant Businessman. Charting a
less-traveled path, he succeeded in building a global business while focusing
on the environment and creating a company where people want to
work.
Regardless of changes in the economy or fashion tastes,
Patagonia stays true to its values of creating high performance products that
do minimal damage to the environment and are made with passion and soul.
Demonstrating its commitment to the
environment, Patagonia has even gone so far as to tell people not to buy its products.
The reason for this is that it wants
to discourage overspending and conspicuous consumption. The feeling is:
"If you don't need it, don't buy it." An unexpected point of view
from a company, but one that is representative of what Patagonia stands
for.
Along with this, Patagonia gives 1%
of its total sales revenues to support environmental causes. Through its 1%
For the Planet program, started in 1985, Patagonia has pledged 1% of
its sales to the preservation and restoration of the natural environment – some
$70 million dollars in donations. Plus it has also formed an alliance with
other businesses to encourage them to make similar pledges.
Patagonia's concern for the
environment extends to how its most basic products are made, such as denim for
blue jeans. To minimize pollution it uses eco-friendly dyes and 100% organic
cotton grown without pesticides, herbicides or synthetic fertilizers. It also
verifies that fabrics are stitched with Fair Trade-certified
sewing methods.
Patagonia shows concern for its
employees, too. Workers at its Ventura headquarters are allowed to set
their own hours and given breaks during the day to go surfing when the waves
are good.
On-site daycare is provided and
healthy food and snacks are available at the company's cafe. Employees can
take a yoga class or grab a scooter or skateboard to take out for a
spin.
Along with this, Chouinard has
organized rock climbing trips to Yosemite, fly-fishing trips to Wyoming and
other outdoor adventures.
With an internal compass pointed at
True North, Patagonia is "committed to the core" – its core
values, core products and core customers.
Please post your comment below.
Comments will appear the next day.
Sunny
Magdaug and Patti Kishel hold the exclusive rights to this copyrighted
material. Publications wishing to reprint it may contact them at surfwriter.girls@gmail.com
Individuals and non-profit groups are welcome to post it on social media sites
as long as credit is given.
