Chapter 9

What makes Patagonia different from many corporate organisations? Everything! Patagonia is a very successful business that has grown at a sensational pace. What is interesting about Patagonia is that the founder’s motivation was never solely about making money, profits and relaying hefty bottom lines. Other things mattered too! The company is very much driven by a culture. This collaborative eco friendly and holistic culture has been created and nurtured by Yvon Chouinard, his wife Malinda and their team. “Make the best quality product and cause no excess harm”

This level of ‘quality’ would filter throughout the flat organisation. The notion of quality would not only define the nature of the goods sold but would however define all aspects of the companies endeavours including how they treated their staff, their stakeholders and our planet earth. How measurable is quality when you account for not only goods but people, their behaviour and their interaction with their external environment?

Patagonia evolved in 1957 selling climbing gear made by Yvon in his blacksmith shop. The company began to sell quality outdoor clothes in the 1960’s and in the 70’s the business rapidly developed having become renowned for their innovation in outdoor materials. The business grew organically surprisingly without a focus on wealth accumulation for its founders. It was all about the product, design, process and how each interacted with the environment and all stakeholders involved.

Yvon and his wife decided to donate huge amounts of the company’s earnings to environmental causes. Patagonia’s people were like minded. Yvon became increasingly concerned about the preservation of our natural environment and this would become ingrained in Patagonia’s culture. Life as an employee at Patagonia offered a relaxed, open, friendly and holistic community spirit.

People were invited to dress ultra casually, enjoy healthy foods at low cost, work flexi hours, avail of onsite childcare...