Patagonia
An American outdoor apparel and gear brand known for durable products and strong environmental and social commitments.
Last updated October 23, 2026
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Overview
Patagonia is an American outdoor apparel and gear brand founded in 1973 by climber and entrepreneur Yvon Chouinard. The company grew out of Chouinard’s experience making climbing equipment and later expanded into apparel and equipment for climbing, surfing, skiing, hiking, trail activities and everyday outdoor use. Its products are positioned around performance, durability and extended use, while its material and supply-chain programs address environmental impact and labor responsibility. Patagonia has made environmental advocacy a central part of its brand identity. Its initiatives include encouraging repair and reuse, publishing selected supply-chain information and supporting environmental organizations. Campaigns such as “Don’t Buy This Jacket” presented reduced consumption as an alternative to conventional volume-driven marketing. In 2022, the Chouinard family transferred the company’s voting control and economic interests to the Patagonia Purpose Trust and Holdfast Collective; the company said the structure was intended to direct future profits toward addressing the environmental crisis. Patagonia remains privately held and primarily operates in outdoor apparel, equipment and accessories.
History
Patagonia’s history is closely connected to founder Yvon Chouinard’s experience as a climber. Chouinard initially made and sold climbing equipment, and became concerned that some conventional equipment damaged rock surfaces. He helped promote climbing practices and equipment designed to reduce that impact. The outdoor business developed under the Patagonia name in the early 1970s, with the name referring to the Patagonian region of South America. The company formally operated as Patagonia from 1973, and expanded from climbing-related goods into apparel and equipment for a broader range of outdoor activities. As the business grew, it built its product proposition around performance, durability and material development, while integrating environmental concerns into governance and marketing. Patagonia has supported environmental organizations and promoted repair, reuse and product-life extension as ways to reduce the impact of clothing consumption. Its public communications frequently address overconsumption, climate change and protection of public lands alongside product performance. The 2011 “Don’t Buy This Jacket” campaign placed reduced purchasing, repair and reuse at the center of the message and reinforced the company’s environmental positioning. In 2022, the Chouinard family announced a change from conventional family ownership. The Patagonia Purpose Trust received voting control, while the Holdfast Collective received the company’s economic interests under the announced structure. Patagonia said the arrangement was intended to keep the business operating while directing profits not reinvested in the company toward addressing the environmental crisis. The company remains private and focuses primarily on outdoor apparel, equipment and accessories.
- 2022
Ownership structure transfer
[1]Patagonia Purpose Trust gains voting control, Holdfast Collective assumes economic benefits, with profits officially stated to be used for addressing environmental crises.
- 2011
Launches 'Don't Buy This Jacket' ad
[3]The brand advocates reducing unnecessary consumption, repairing and reusing clothing through advertising, forming a representative environmental communication case.
- 1973
Patagonia brand officially develops
[2]The company operates under the Patagonia name, expanding from the founder's climbing equipment background to outdoor clothing and gear.
Products and positioning
High-quality, durable outdoor lifestyle brand that emphasizes environmental and social responsibility.
Outdoor clothing
Outdoor apparel
The brand’s core product line covers base layers, mid-layers and outerwear for hiking, climbing, travel and everyday outdoor use, with an emphasis on performance and durability.
Insulation garments
Fleece
Fleece is one of Patagonia’s recognizable insulation categories, used as a mid-layer or lightweight outer layer for outdoor activities and everyday wear.
Protective clothing
Technical shells
Technical shells are protective garments for rain, snow, wind and demanding conditions, serving hiking, climbing and skiing while balancing weather protection and mobility.
Insulation garments
Down and insulated apparel
Down and other insulated garments are designed for cold conditions and outdoor activities, balancing warmth, weight and packability.
Outdoor gear
Packs and accessories
Packs, hats, gloves and other accessories complement the apparel range for hiking, travel, sports and everyday outdoor use.
Controversies
2020
Patagonia sues OC Media over Petrogonia apparel
Patagonia filed a lawsuit against OC Media, alleging trademark and copyright infringement in connection with OC Media's Petrogonia apparel line. According to the source, the complaint claims that the Petrogonia logo and lettering mimic Patagonia's marks. The source presents these as allegations made in the complaint rather than as findings by a court. No further details on parties, dates, amounts, or outcomes are provided in the available material.
2020
Patagonia pauses Facebook advertising amid boycott
In June 2020, amid calls for a social-media advertising boycott, several brands paused their advertising. Unilever announced that it would pause advertising for the rest of the year, and Ben & Jerry's, Patagonia and The North Face said they would pause Facebook advertising. The campaign pressed Facebook to address hate speech and other harmful content. Patagonia was among the brands that joined this pause in Facebook advertising.
Marketing campaigns
- 2011Don’t Buy This Jacket
美国
An ad released around Black Friday focusing on reducing unnecessary purchases, encouraging consumers to repair, reuse, and consume mindfully.
Brand decisions
2022
Changing corporate ownership structure to serve environmental goalsStrategyBackground
The founder's family wanted to keep the business running while making the company's economic benefits and control more directly serve environmental protection goals.
Action taken
Transferred voting control to Patagonia Purpose Trust and economic benefits to Holdfast Collective.
Aftermath
The company continues to operate as a privately held enterprise and states that profits not reinvested in the business will be used to address the environmental crisis.
Recent events
Wild Idea Buffalo Company and Patagonia collaborate on limited bison-leather boot line[6]
Reported:
Wild Idea Buffalo Company partnered with Patagonia on a limited work-boot line made from bison leather from Wild Idea's Cheyenne River ranch. Patagonia's new boot was released in October, with the line limited to 1,000 pairs.
Brands pause Facebook advertising amid boycott[5]
Reported:
Unilever announced that it would pause advertising for the rest of the year, and Ben & Jerry’s, Patagonia and The North Face said they would pause Facebook advertising amid calls for a social-media ad boycott. The campaign pressed Facebook to address hate speech and other harmful content.
Patagonia announces CEO Rose Marcario’s departure[7]
Reported:
Patagonia announced that president and CEO Rose Marcario would step down effective June 12. COO Doug Freeman would lead the company’s transition, with no timeline given for naming a new CEO.
Patagonia temporarily closes stores and website[8]
Reported:
Patagonia said it would temporarily close its stores, offices and other operations at the end of business on March 13, 2020, in response to the U.S. coronavirus outbreak; the article also reports that its website would shut down.
Patagonia sues OC Media over Petrogonia apparel[4]
Reported:
Patagonia filed suit against OC Media, alleging trademark and copyright infringement over its Petrogonia apparel, whose logo and lettering allegedly mimic Patagonia's marks. The source describes allegations in the complaint, not a court finding.
- Unconfirmed
Patagonia opens Worn Wear pop-up shop in Boulder[9]
Reported:
Patagonia opened its first Worn Wear shop in Boulder, Colorado, as a pop-up storefront offering used and remade apparel and gear. The shop was expected to remain open through February 2020.
- Unconfirmed
Patagonia launches Patagonia Action Works in Europe[10]
Reported:
Patagonia launched Patagonia Action Works in Europe, a digital platform connecting its community with local grassroots organizations and enabling users to volunteer, sign petitions, discover events, and donate.
Patagonia receives UN Champions of the Earth award[11]
Reported:
Patagonia received the United Nations Champions of the Earth award in the entrepreneurial vision category at a gala ceremony in New York.
Sources15 sources
- 1Patagonia Ownershippatagonia.com
- 2Patagonia Company Infopatagonia.com
- 3Don’t Buy This Jacket: Black Friday and The New York Timespatagonia.com
- 4Patagonia sues OC Media over Petrogonia apparelmondaq.com
- 5Patagonia pauses Facebook advertising amid boycottdw.com
- 6Wild Idea Buffalo Company与Patagonia合作推出限量野牛皮靴系列aberdeennews.com
- 7Patagonia宣布首席执行官Rose Marcario将离任theinertia.com
- 8Patagonia 暂时关闭门市及网站newsweek.com
- 9Patagonia 在博尔德开设 Worn Wear 快闪店outsideonline.com
- 10Patagonia 在欧洲推出 Patagonia Action Workscleantechnica.com
- 11Patagonia获得联合国“地球卫士”奖venturingangler.com
- 12Patagonia CEO Rose Marcario is stepping downbusinessinsider.com
- 13Patagonia closes all stores to protect staff - Ragtraderragtrader.com.au
- 14Patagonia Sues Over ‘Petrogonia’ Apparelmembers.asicentral.com
- 15Patagonia’s CEO Rose Marcario Steps Downyahoo.com
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