In 2016, Patagonia kicked off a new Black Friday tradition, vowing to donate 100% of their BF profits to grassroots environmental groups, donating $10 million in total. In 2017, they made additional waves by announcing they would sue former president Trump over legislation that reduced the size of Bear Ears and Grand Staircase/Escalante National Monuments in Utah. And in 2022, just two weeks ago, Patagonia founder Yvon Chouinard changed the game entirely, announcing that he’d transferred ownership of the company to a special trust and non-profit organization. Moving forward, 100% of the outdoor brand’s profits will be used to combat climate change and protect undeveloped land around the world.
PATAGONIA FOR THE PLANET: A Radical Move for a Radical Brand
21 SEPTEMBER 2022