It was 1972 when Yvon Chouinard founded the brand that now is one of the most famous in the world for outdoor garments. Patagonia owes the success to its visionary founder, who transformed his greatest passions into a global business, generating profits immediately from the start.
Lover of outdoor life and sports in contact with nature, the young student from California - but of Franco-Canadian native - discovers mountain climbing and after a few years of experience enters the world of business: no longer satisfied with the performance of his equipment, he begins to produce it himself. He learned the trade and just 19 years old founded "Chouinard Equipment" a climbing equipment company that soon became the largest supplier in the country.
It won't take long to shift his interest to clothing, especially he decided to import rugby shirts, breathable and durable fabrics and ribbed trousers, suitable to withstand the most extreme sports. He founded Patagonia and, after a considerable increase in demand, putting his brand on the market.
The boom occurs in the late 70s, with the Fleece Jacket that also debuts on the catwalks! The revolution originated from the fact that unlike the usual clothing with dull colors and without personality, Patagonia offers not only high-performance materials (double-sided fabrics, insulating underwear in polypropylene...) but also a variety of bright colors and customizable, very daring for that period.
The company got ups and downs over the years, risking even failure. But today confirmed itself as a leader in the sector also in terms of eco-sustainable production and the founder's commitment to environmental and social issues. Thus, the Patagonia revolution also comes at a communicative level: from the campaigns that praise not buying their products, to the circle of consumers who feel attached to the values of the brand.