The front doors of the California based clothing company Patagonia deliver a clear and succinct message to any one entering. The doors bear a famous quote from environmental activist David Brower “There is no business to be done on a dead planet.” These words have truly guided the creator of the Patagonia brand Yvon Chouinard. The eco minded business man has taken many risks while growing his small clothing company into an outdoor gear empire. He has faced challenges with uncompromising determination and has not wavered in his goal to produce products that have little impact on the environment.

The first product that introduced Patagonia as a force in outdoor fashion was the development of the polyester fleece. While fashion might not be the best word to describe the look of the first Patagonia fleece the practicality of the garment and the variety of colors made it a top item on every outdoor lovers wish list. Chouinard often struggled with the impact his company’s manufacturing was having on the environment. He was in constant contact with fabric makers to try to find a solution. It was soon discovered that Synchilla, the main product used to make the famous fleeces could be obtained by recycling plastic bottles. Chouinard then created a process he called “environmental assessment”. From that point forward every material used by the company went through the process. Questions about the products sustainability and environmental impact were all answered and considered before the material was used in the company’s clothing. Details that most people would not even think about were painstakingly researched in order to determine the best materials that cause the least amount of harm. He even went so far as to categorize materials as ok if obtained from certain regions.

One of the most notable risks taken by the environmentally minded founder of Patagonia was his crusade against conventional cotton. When Chouinard discovered in 1994 that cotton was grown using toxic chemicals that were dangerous he sent an edict out across the company that only organic cotton would be used from then on. Unlike many corporations when Chouinard makes up his mind about something he does it. He only allowed eighteen months for the company to completely transition from conventionally grown to organically grown cotton. While that does not seem like a big deal now, in 1994 organic cotton was not easy to come by. There was little demand in the markets for organic cotton and it was priced extremely high. Chouinard’s unwillingness to settle for something less caused him to forge ahead and when the companies organic cotton items flew off the shelves it changed the garment business forever. As other large companies entered the organic cotton market the prices fell and now organic cotton is standard. As of 2006 the highest consumer of organic cotton was Wal-Mart.

The company has instituted a number of other eco friendly business initiatives including a garment recycling program to recycle worn out polyester shirts into new ones. The company is committed to having the smallest impact possible on the environment and encourages their customers to do the same.

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Keywords: Environment, Business, Industry, Insurance, Green