Yvon Chouinard

Patagonia's Yvon Chouinard’s imaginative act of moral courage is uplifting, but it would be naive and even harmful to expect many others to follow his example by voluntarily choosing a purpose other than the pursuit of profits.

The founder of outdoor clothing brand Patagonia, Yvon Chouinard, has given away his company in an effort to do  more for the planet. The Chouinard family has transferred ownership to two new entities: Patagonia Purpose Trust and the Holdfast Collective. Every dollar not reinvested back into Patagonia will be distributed as dividends to protect the planet.