Most billionaires build their empires to pass them down to their children or sell for a massive payday. But Yvon Chouinard, the founder of Patagonia, did something completely different—he gave his company away. Not to investors or executives, but to the Earth itself. His story isn’t just about business; it’s about a lifelong commitment to protecting the planet.
A climber first, a businessman by accident
Yvon Chouinard never set out to be an entrepreneur. Born in 1938 in Maine and raised in California, he was more interested in rock climbing than making money. By his teenage years, he had fallen in love with scaling cliffs, but there was one problem—climbing gear was expensive and not very good. So, like any true adventurer, he decided to make his own.
In the 1950s, he started crafting climbing pitons (metal spikes that climbers hammer into rocks for support) from hardened steel. They were stronger, more durable, and more reliable than anything else available. Word spread, and soon, other climbers wanted them too. Without meaning to, Chouinard had stumbled into business.
What started as a small operation selling gear out of the back of his car turned into Chouinard Equipment, the go-to company for serious climbers. But there was a problem—pitons were damaging the very rock faces climbers loved. Realizing he was contributing to environmental destruction, Chouinard made a bold decision: he stopped selling them.
Instead, he introduced aluminum chocks, which could be wedged into cracks without harming the rock. It was a risky move, but climbers embraced the change. This wasn’t just about business—it was about doing what was right. That philosophy would define everything he did next.
The birth of Patagonia
In the early 1970s, Chouinard expanded from gear into clothing. Climbers needed durable, comfortable apparel, so he began selling rugged rugby shirts, fleece jackets, and shorts that could withstand the elements. The brand Patagonia was born.
Unlike other companies, Patagonia wasn’t just about selling products—it was about promoting a lifestyle. Chouinard built a brand that spoke to adventurers, environmentalists, and rebels who didn’t want to wear corporate logos but still wanted quality gear.
Patagonia quickly became a leader in outdoor apparel, but Chouinard never let profit come before purpose. In the 1980s, long before “sustainability” became a buzzword, he committed the company to environmental responsibility. Patagonia started using organic cotton, recycled materials, and even encouraged customers to buy less by repairing old gear instead of replacing it.
Business with a purpose
While most companies focus on endless growth, Chouinard had a different philosophy. Patagonia pledged 1% of its sales to environmental causes, helping fund grassroots organizations fighting climate change.
In 2011, he launched the “Don’t Buy This Jacket” campaign—a shocking ad telling customers to think twice before purchasing new clothes. The message was clear: overconsumption was harming the planet. It was a risky move, but it worked. Patagonia’s loyal customers appreciated the honesty, and the brand’s reputation for sustainability only grew stronger.
Chouinard also made Patagonia a certified B Corporation, meaning it was legally required to prioritize people and the planet alongside profit. This wasn’t just talk—Patagonia led by example, proving that a company could be both successful and ethical.
Giving it all away
For decades, Patagonia thrived as one of the most respected brands in the world. But in 2022, Chouinard did something no billionaire had ever done before—he gave the company away.
Instead of selling Patagonia or taking it public, he transferred ownership to a trust and a nonprofit organization dedicated to fighting climate change. Every dollar of profit—roughly $100 million a year—would now go toward saving the planet.
It was a radical move, but one that made perfect sense for Chouinard. For him, business was never about money; it was about impact. While other billionaires were buying yachts and private jets, he was figuring out how to use his fortune to make a difference.
A legacy unlike any other
Today, Patagonia continues to thrive, proving that capitalism doesn’t have to come at the expense of the environment. Chouinard’s decision to give away his company wasn’t just a headline—it was a challenge to every other business leader.
Can companies exist to serve something greater than profit? Can business be a force for good? Yvon Chouinard answered that question with his life’s work.
He didn’t just create a brand—he built a movement. And in the process, he showed the world that success isn’t about how much you take, but how much you give back.
