Chouinard interview in the Wall Street Journal.
Full video interview Mountain climber, environmental activist and owner of Patagonia, Yvon Chouinard is in business to change the way that business is done.As young climbers, Yvon Chouinard and his friends pioneered many of today’s familiar ascents of America’s western mountains. Along the way — and almost by accident — he became a pioneering entrepreneur, as well.
Starting as a blacksmith who forged pitons for his own use, Chouinard found himself constantly striving to locate or create better equipment and clothing for outdoor use. The result is Patagonia, whose outdoor clothing is known worldwide for its high quality, durability and versatility.
But increasingly, Patagonia is also recognized for having embedded environmental concerns into its business model since the day it was created. Its catalog highlights essays on the subject as much as it does the company’s clothing; its only advertising is issue-oriented. The company’s commitment to contribute 1% of sales to environmental causes annually made it a founding member of 1% For The Planet, which now boasts over 800 corporate members.
As companies from Apple to Wal-Mart strive to make their operations greener, they’re studying Patagonia’s success and turning to Mr. Chouinard for advice. When they do, they learn why he says, “Every time we’ve made a decision that’s right for the planet, it’s turned out to make us more profit.”
