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The logo shows the silhouette of Mount Fitz Roy, a real mountain in the Patagonia region (Argentina–Chile). It symbolizes wild nature, adventure, and respect for the environment.

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Current CEO: Ryan Gellert (as of 2025).

Founder: Yvon Chouinard.

Why did Yvon Chouinard start Patagonia?

Yvon Chouinard started Patagonia in 1973 because he was passionate about climbing and the natural world. He wanted to build a company that made top-quality climbing gear without harming the environment. He believed that business could be a force for good, supporting environmental protection instead of causing damage.

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Patagonia is widely recognized as a pioneer in corporate social responsibility (CSR). Here are a few highlights:

1% for the Planet: Patagonia donates 1% of its sales to environmental groups around the world every year.

Environmental Activism: The company actively supports grassroots environmental campaigns and has even sued the U.S. government to protect national parks.

Sustainable Materials: Patagonia uses recycled and organic materials, invests in fair labor practices, and designs its products to last (encouraging repairs over replacement).

Worn Wear Program: A program that repairs and resells used gear to reduce waste and promote a circular economy.

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“1% for the Planet” is an initiative launched by Patagonia founder Yvon Chouinard in 1985. Through this program, Patagonia commits to donating 1% of its annual sales revenue (not just profit) to support nonprofit environmental organisations.

The project’s primary goal is to create a responsible business model that encourages companies to contribute to environmental restoration. Since its founding, it has inspired more than 5,000 businesses worldwide to join the network.

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1% For The Planet | Patagonia founder Yvon Chouinard

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5, '1% For The Planet'  Impact & Success 

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5, '1% For The Planet'  Impact & Success 

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🌍 Planet:

Action: Invested over $140 million in environmental projects such as forest conservation, ocean protection, climate change mitigation, and plastic reduction.

Impact: Provided stable, large-scale funding for environmental groups, which often face financial shortages.

Success: Created a global funding mechanism and helped redefine CSR as a standard practice in modern business.

👥 People:

Action: Supports community-based organisations, Indigenous groups, and initiatives focusing on environmental justice.

Impact: Empowers vulnerable communities affected by the climate crisis, giving them stronger voices and influence.

Success: Bridges CSR with social equity, helping shape a more inclusive sustainability agenda.

💰 Profit:

Action: Patagonia maintains this 1% donation commitment regardless of market volatility.

Impact: Earned consumer trust and strengthened the brand’s authentic and ethical image.

Success: Promoted long-term brand loyalty and sustainable business growth without compromising core values.

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6, Holdfast Collective & Patagonia Purpose Trust

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6, Holdfast Collective & Patagonia Purpose Trust

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In 2022, Patagonia underwent a historic transformation when founder Yvon Chouinard and his family gave away 100% of the company’s ownership to ensure it always serves the planet:

98% of non-voting shares were transferred to the Holdfast Collective, a nonprofit that receives all profits not reinvested in the business (approx. $100 million/year) to fund environmental action.

2% of voting shares were transferred to the Patagonia Purpose Trust, which protects the company’s values and mission.

This radical move is encapsulated in their bold statement: “Earth is now our only shareholder.”

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🌍 Planet:

Action: Commits to donating around $100 million per year to climate action, ecosystem restoration, and land conservation.

Impact: Provides long-term, mission-driven, and unrestricted environmental funding.

Success: Seen as one of a business's boldest and most radical acts to protect the planet.

👥 People:

Action: Prioritises funding to marginalised and Indigenous communities disproportionately impacted by environmental degradation.

Impact: Fosters environmental justice and restores agency to vulnerable populations.

Success: Recognised as a global example of how corporations can centre community voices in climate action.

💰 Profit:

Action: Does not aim to maximise shareholder profit – instead, 100% of profits are reinvested in the planet.

Impact: Patagonia remains financially stable while aligning business operations with long-term values.

Success: Pioneered a new model where profit serves purpose, challenging traditional capitalist structures.

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Patagonia founder gives away company to fight climate crisis

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While many companies today are taking steps toward environmental responsibility, from reducing waste to supporting green initiatives, Patagonia goes beyond compliance.

Through bold, mission-driven financial decisions, they have restructured their entire business to serve the planet.

Their commitment to donating 1% of annual revenue and transferring 100% ownership to a nonprofit and mission trust is not just about philanthropy.

It is a statement of identity, one that aligns the brand’s core with environmental stewardship. As Patagonia declared:
"Earth is now our only shareholder."

In doing so, Patagonia redefines what it means to be a responsible business. It doesn’t just integrate sustainability — it places the planet at the centre of its corporate purpose.

Patagonia is not only a brand for the Earth; it is a business in service of the Earth