It’s a delicate balancing act — how to encourage customers not to buy things they don’t need and still run a healthy, profitable business. But over the past 51 years,
He said Patagonia customers “think deeply about these issues and in addition to making purchasing decisions that reflect their values, they generally are more active in protecting our home planet and engaging in civil society in a variety of ways.” Gellert said it didn’t take Chouinard long to realize that the products he was making for himself and other climbers who enjoyed the pristine outdoors would ultimately negatively impact the environment he loved so much. So he did an about-face to “clean climbing,” a philosophy that still drives Patagonia today.
He pointed to Patagonia’s newly released film, titled “Shitthropocene,” which addressed the dilemma facing the fashion community — anand whose products overflow landfills around the world. He said the film not only educates people but also provides alternatives and “ways that people can engage in activism.”
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