Patagonia Brand Storytelling

MKT 317

Heritage Story: Yvon Chouinard, began rock climbing at age 14 in Southern California. After meeting Swiss climber, John Salathe, Chouinard decided to start making pitons. He set up shop in his parents garage in Burbank, CA and would sell them out of his car, often living off of fifty cents a day. Later he teamed up with engineer Tom Frost to make the construction of pitons more efficient. By 1970, Chouinard Equipment became the largest supplier of climbing hardware in the U.S.

Clothing Line Begins

Began by using two materials, Capilen and Synchilla to layer. Together these two fabrics insulated climbers and kept out moisture. Today in most of their fleece jackets, they use organic cotton that is grown in the USA, so they can give back to their country. They ensure that they use goose down from geese that are only treated humanely, remaining ethically sound. They have made changes to make sure the geese they use have not been force-fed or plucked for their feathers during their lifetime.

Becoming a Responsible Company

"The most important right we have is the right to be responsible." -Gerald Amos

At Patagonia they understand that no company is perfect including them. They know how nearly impossible it is to be a completely responsible company but they also know it is very possible to do their best to become one. Over the past few decades they have made steps to become more responsible. They have began shifting their company to not only better the customer but the environment as well. Each consumer that sees these steps being taken by Patagonia becomes more appreciative of the business and their brand story.

Engaging With Customers

Patagonia serves to be the socially responsible providing their customers with the most ethically and environmentally friendly products out there. In 2011 they looked over their transportation network and created a new way to save not only money but also carbon emissions. They changed locations of their receiving port from Los Angeles to Oakland, saving $324000 in translating and transportation costs. More importantly they reduced their carbon footprint by 31%.

1% For the Planet

Since 1985 Patagonia has donated 1% of sales to the preservation of the environment. 1% for the Planet was founded in 2002 by Chouinard and another business owner to encourage businesses to donate to preserve the environment.


Patagonia shares its brand story on their website for consumers to enlighten themselves. They encourage consumers to give back and help out others in need. It is important for them to help as much as they can and their consumers remain loyal to the brand because they know they care about society and not just about profits.

Comment Stream