Brand Focus: Patagonia
As their famous statement goes, Patagonia are in business to save the planet. From marketing campaigns aimed to slow down fashion through to a commitment to environmental donations and activism, the company have been focussed on sustainability since their outset.
Here at The Snowboard Asylum, we’re excited to put the spotlight on Patagonia, a company that are at the forefront of sustainable fashion.
History
Patagonia was founded by Yvon Chouinard in the 1970s as an off-spring of his climbing equipment company, Chouinard Equipment (which would later become Black Diamond). From a small start, developing rugged technical clothing for climbing, the company quickly grew and Chouinard realised that the financial success of the brand would give him a platform to achieve personal environmental goals.
From the outset, Patagonia has committed to looking after their employees with fair pay, on-site child care, and providing staff with full pay whilst allowing them to work on local environmental projects.
Environmental activism has been at the heart of the company since its early days. In 1986, Patagonia committed to donating one percent of sales, or ten percent of profits (whichever is greater), to environmental projects. This would later lead to the founding of 1% For The Planet, which we’ll look at in more detail below.
As a company that has always strived to minimise its impact on the planet, Patagonia carried out an environmental audit in the early 1990s that brought the heavy environmental footprint of cotton to light. From 1996, the company have committed to only using organic cotton and in recent years, have helped pioneer the use of recycled materials and environmentally friendly alternatives such as hemp.
1% for the planet
1% For The Planet was established in 2002 by Yvon Chouinard and Craig Mathews, the founder of Blue Ribbon Flies. What began as two businessmen taking action over their responsibility to protect the planet, has since grown to become a global organisation and movement.
The idea behind the movement is simple: donate 1% of all sales back to the environment.
The aspiration of the initiative is that by funding diverse environmental organisations, not only will local environments benefit, but as a collective, the work of the organisations will come together to help solve the world's problems.
Fast forward to today, and over 3000 companies have signed up to be a part of 1% For The Planet, and over £250 million has been donated to support approved environmental non-profits.
Patagonia Action Works
In response to the increasingly worrying situation that we found our planet in, and as a further development to their climate activism, the company established Patagonia Action Works in 2019.
The platform allows individuals to connect with environmental groups, events and petitions that are local to them. It is an outcome of Patagonia’s continued support for grassroots activists, and facilitates individuals to come together, take action and work towards environmental solutions.
Patagonia in Spring/Summer 2021
Patagonia have stated that their aim is to become not only carbon neutral but carbon negative, meaning that they take more carbon out of the atmosphere than is put in. The first step to their ambition is becoming carbon neutral by 2025 across not only the company, but their whole supply chain.
Patagonia have also stated that they aim to use only renewable or recycled materials across all of their products by 2025, and as of this season, 68% of the range is made from recycled materials.
Importantly, what makes Patagonia stand out from other brands is that they not only want to minimise their impact on the planet, but they are actively pursuing ways to help fix the problems that we face.
Here are some of our top picks for 2021.
Patagonia P6 Logo Responsibili-Tee
The P6 Responsibili-Tee has become a classic. Made from 50% recycled cotton and 50% recycled post-consumer polyester, the top looks good, feels good, and is good for the environment too.
Patagonia Organic Cotton Lightweight Gi Pants
Whether kicking it back at home, travelling to warmer climates, or climbing hills with your mates, Patagonia's Gi pants are a great choice. They are made from 100% organic cotton lightweight twill, and are Fair Trade Certified sewn.
Patagonia Calcite GTX PACLITE Plus Jacket
Patagonia's Calcite is made for wet weather days on the hill. Completely waterproof, but offering plenty of breathability, the Calcite is packed full of performance. And to top it all off, the jacket uses 100% recycled polyester face fabric.
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