Let My People Go Surfing
Yvon Chouinard started crafting and selling climbing equipment in the 50's as a way to fund his outdoor pursuits. Chouinard Equipment, as it was known, later expanded into apparel sold under Patagonia name. Let My People Go Surfing tells the story of Patagonia’s origin and rapid growth. Central to that story is Chouinard’s recognition of the damage that the production, distribution and consumption of Patagonia’s products do to the natural environment. That is where the “reluctant businessman” in the subtitle comes into play. Chouinard and Patagonia became committed to adopting business practices that would address the global environmental crises presented by climate change and the degradation of farmlands and ecological diversity. They did this by focusing on product quality, ensuring their products are repairable and working with suppliers to reduce the impact in farming practices (such as switching to 100% organic cotton) — practices that no doubt hurt their bottom line. They even fund environmental activism with a minimum of 1% of revenue through the 1% For The Planet Alliance. These initiatives resonated with me—they go beyond the non-committal “greenwashing” that many businesses engage in today.
