1991
Sales growth comes to a halt due to a recession. In order to pay off debt, costs are cut and inventory is dumped while 20% of the work face is laid off. The company is in serious trouble and is close to losing independence; all borrowing and growth is kept to a modest scale.
Although economic issues are affecting sales, Patagonia sticks to its core principles of responsibility and implements a contractor relationship assessment strategy to ensure all manufacturing partners meet performance criteria for quality, environmental impact and the fair treatment of employees.
1993
Patagonia looks to reduce the environmental impact of its products and creates the outdoor clothing world’s first fleece fabric made from recycled bottles. The fabric is used to create a new version of the company’s Synchilla fleece to produce garments such as the iconic Snap-T pullover.
1994
The decision is made to move to 100% organic cotton by 1996 after Patagonia examines its supply chain and identifies pesticides used in cotton production as a major source of pollution.
1996
A new distribution center in Reno opens, helping to achieve a 60% reduction in energy use by using solar-tracking skylights and radiant heating. Every piece of Patagonia cotton clothing from this point onwards is made from organic cotton.
After participating in President Bill Clinton’s No Sweat Initiative which aims to introduce minimum standards for working conditions in the supply chain, Patagonia also becomes a founding member of the Fair Labor Association (FLA) which audits factories, provides training and aims to improve the lives of workers around the world.
2002
Patagonia brings on board a Social Responsibility Manager to focus on potential social compliance issues within its supply chain. It also introduces training policies for all employees to ensure their actions and decisions don’t impact workers negatively in terms of working hours and pressure to meet deadlines.
Yvon Chouinard and partner Craig Matthews set up1% for the Planet, a business alliance which encourages members to give 1% of gross sales to support environmental awareness and work.
2005
New seaming methods are introduced for both soft and hard shell jackets. These improvements are beneficial for all with less bulk, an improvement in drape and improved performance in wet weather.
Chouinard also writes a book called Let My People Go Surfing: The Education of a Reluctant Businessman. The book focuses on the working culture of the Patagonia brand and explains the business benefits of providing a great work-life balance to staff. Its popularity leads to the formation of Patagonia Books, a new publishing arm of the brand.
2006
Patagonia reduces the number of factories that it uses to produce its products by 50% in order to achieve increased transparency and ensure its partners maintain high standards when it comes to treatment of workers.
2007
Patagonia launches The Footprint Chronicles, which allows customers to trace the journey of items from design and production of raw materials through to manufacturing and retail.
2010
Patagonia initiates a meeting of clothing industry leaders, NGOs and the Environmental Protection Agency in the US to initiate the Sustainable Apparel Coalition, which aims to develop “an apparel industry that produces no unnecessary environmental harm and has a positive impact on the people and communities associated with its activities”.
The brand also creates a new Director of Social and Environmental Responsibility role at its HQ to further integrate responsible practices with the operations of the business, and achieves near 100% auditing of all manufacturing partners, including subcontractors.
2011
Patagonia runs its famous “Don’t Buy This Jacket” ad in the New York Times on Black Friday, in an effort to encourage customers to break away from disposable fashion, consider their buying habits and buy only what they need. The ad features Patagonia’s popular R2 Jacket, explaining the resources required for its manufacture and encouraging customers to repair and recycle via the Patagonia Common Threads Initiative which enables customers to send worn items back to Patagonia for refurbishment and resale.
The brand also rolls out a new state-of-the-art system to detect instances of human trafficking in the supply chain, as well as commencing full auditing of suppliers of raw materials used to manufacture Patagonia products.
2012
Inspired by popular products from its archive, Patagonia resurrects the Synchilla Snap-T Pullover, made from lightweight yet durable recycled polyester fleece and featuring a stand up collar and elasticated cuffs, the top is equally at home in the city as it is in the great outdoors.
Patagonia becomes the first company in California to acquire benefit corporation status, enabling it to legally stay mission driven as it expands. The company also identifies and sets about eliminating debt bondage practices affecting workers at raw materials suppliers in Taiwan, putting in place a strategy to eliminate all workers paying for their jobs by 2020.
2013
Patagonia goes back to its roots with the ‘Legacy Collection’ which features similar pieces to the very first products created 40 years ago. From pullovers and rain coats to a backpack, pants and even down-filled pieces, the collection draws inspiration from the originals and combines with modern eco-conscious manufacturing.
Patagonia also sets up Tin Shed Ventures to help fund startups with an environmental focus. In the same yearPatagonia partners with Fair Trade USA to supplement the wages of workers involved in the manufacture of the brand’s Fair Trade Certified products.
2014
Patagonia commits to 100% traceable down from ethical sources for its entire range, while the release of the Nano-Air jacket proves the brand’s commitment to functional and refined designs. The jacket is made from FullRange insulation and nylon fabric, bringing with it the highly breathable characteristics it’s well known for.
Chouinard releases a book ‘Simple Fly Fishing’ as part of a limited edition kit which also includes a Tenkara-style fly fishing rod, line and leader, box of flies and a set up booklet, while Patagonia launches its Patagonia Provisions line to sell responsibly sourced and ethically produced food.
Patagonia also releases its firstFair Trade Certifiedproducts. Initially a capsule collection from the women’s range made at a single factory, over the next five years Patagonia’s Fair Trade programme expands to 10 countries and reaches 66,000 workers, providing funding for increased pay and benefits such as child care centres.
2015
A video releases detailing the life of Yvon Chouinard and how he, to this day, is still committed to environmental conservation. Patagonia drops its wool supplier after discovering evidence of inhumane treatment of animals.
Patagonia commits to the FLA’s Fair Compensation Workplan to provide a living wage to all workers in its supply chains, and is named as a leading company in rolling out the plan thanks to the in-house Fair Wage Taskforce at Patagonia.
Patagonia also starts to work towards adopting the principles of regenerative agriculture with its raw material producers as a way to help tackle climate change, and in the same year is recognised by Barack Obama for its commitment to assisting working families through its staff benefits such as childcare, paid time off and flexible hours.
2016
Patagonia releases its iconic ‘Baggies’ shorts. Designed by Yvon Chouinard, the shorts are made from water repellent nylon fabric. Intended to be suitable for a wide range of outdoor activities, Baggies are quick drying, lightweight yet tough.
The shorts prove to be popular with a wide range of customers and become a staple of the Patagonia collection. As firm favourites since their introduction, Baggies remain relatively unchanged in terms of design over the coming decades, but move to recycled nylon in 2018.
2017
Patagonia introduces their “Worn Wear” website, allowing items in good condition to be returned for new merchandise credits and encouraging customers to repair rather than replace their used items. All returned garments are cleaned and repaired before sale and the initiative is part of the brand’s commitment to sustainability.
Patagonia decides to sue the Trump administration in response to the decision to reduce protection of national monuments. They receive significant plaudits as well as a huge increase in sales during the following days.
The brand releases its first ever TV commercial to highlight the cause. Featuring almost none of the company’s products, the commercial is a minute long film in which Yvon Chouinard talks about the need to protect public lands in America.
In another first for the brand, Patagonia launch their first ever sleeping bag. The 850 Down Bag is inspired by a sleeping bag Chouinard made for himself 45 years previous, and uses Patagonia’s ethically sourced down for warmth.
2018
Patagonia announcesPatagonia Action Works, a digital platform intended to connect people with nonprofit environmental organisations and enabling them to get involved with local activism. The company also changes its mission statement to “We’re in business to save our home planet” and donates $10 million it receives in tax breaks to environmental causes.
After 10 years of development, Patagonia launches the Micro Puff jacket which offers the highest warmth to weight ratio in the brand’s history. Made with PlumaFill synthetic insulation, as a lightweight and water resistant down alternative, the jacked is Fair Trade Certified and marks a new era in Patagonia’s insulated range.
2019
Patagonia recycles 10 million plastic bottles to create it’s Black Hole bag range, of which 100% of the body and webbing are recycled.
The brand declines repeat orders for co-branded work garments from certain Wall Street companies, as it no longer wishes to support ecologically damaging organisations, instead choosing only to work with mission driven companies that prioritise the environment. This year Patagonia also works closely with Taiwanese suppliers to eliminate recruitment practices that see migrant workers having to pay for their jobs. It’s also named as one of the world’s most transparent fashion brands and since beginning its Fair Trade programme in 2014, reaches 70% of its products being made at Fair Trade certified factories.
Patagonia releases its first ever collaboration, teaming up with legendary footwear brandDannerto create the Foot Tractor wading boot that is designed for fly-fishing.
2020
Patagonia releases an updated version of its iconic Torrentshell Jacket, using 3 layer construction and 100% recycled fabrics for the garment face.
Patagonia backs hundreds of groups campaigning to highlight a range of environmental issues via its Grantees programme. In protest of politicians who disregard climate issues, ahead of US elections Patagonia sews labels inside its Road to Regenerative Organic Stand Up Shorts range saying “Vote the A**holes Out”.
The company joins the “Stop Hate For Profit” campaign and stops all advertising on Facebook in protest of disinformation present on the platform. It also temporarily closes all its stores and stops taking online orders in an effort to keep staff safe during the Covid-19 pandemic.
2021
Patagonia deepens its commitment to sustainability by advancing the use of regenerative agriculture practices. The company works closely with farms around the world to incorporate regenerative organic certified cotton and wool into its products. The result is a range of new products that reflect Patagonia’s mission to prioritise the health of the planet while delivering high-performance outdoor gear.
Patagonia also introduces NetPlus®, an innovative material made entirely from recycled fishing nets. By repurposing discarded nets into durable fabric, the company addresses the growing issue of ocean plastic pollution while setting a new standard for sustainable materials in the outdoor industry. NetPlus® debuts in Patagonia’s hats and jackets, demonstrating the brand’s commitment to finding creative solutions to environmental challenges.
Amid ongoing challenges from the pandemic, Patagonia amplifies its environmental grant programs. Grassroots organisations tackling climate change and ecosystem restoration receive critical support during a time when environmental progress risks being overshadowed by economic and social recovery efforts.
2022
In a groundbreaking move, Yvon Chouinard transfers ownership of Patagonia to a trust and a nonprofit organisation. The decision ensures that all profits generated by the company are used to combat climate change and protect undeveloped land globally. This transformative action sets a new standard for corporate responsibility and redefines what it means to be a mission-driven business.
The Worn Wear program sees further expansion this year, encouraging customers to trade in used Patagonia gear for store credit and purchase second-hand items through the program. Worn Wear reflects Patagonia’s dedication to reducing its environmental footprint while offering customers sustainable alternatives to buying new.
Patagonia also introduces products made from regenerative organic certified cotton sourced from farms adhering to the highest standards of soil health, animal welfare, and social fairness. These products represent the culmination of years of research and development.
2023
Patagonia releases the Stormshadow Parka, a cutting-edge addition to its outerwear range and the warmest jacket it has ever made.
Designed for extreme cold-weather conditions, the Stormshadow Parka combines 100% recycled down insulation for exceptional warmth-to-weight performance, while its shell is made from recycled nylon ripstop fabric treated with a PFC-free durable water repellent finish. This material has been developed in partnership with performance fabric specialists GoreTex and recycled textile experts Bionic using plastics recovered from the sea and coast around Costa Rica.
This year, Patagonia actively campaigns against proposed mining projects near the Boundary Waters Canoe Area Wilderness, one of the most pristine natural areas in the United States. The company works alongside local organisations and indigenous groups to raise awareness about the ecological risks posed by mining in this region.
The brand’s commitment to social responsibility also sees growth, with the expansion of its Fair Trade Certified product range. By increasing the number of products made in Fair Trade Certified factories, Patagonia ensures better wages and working conditions for workers in its supply chain.
2024
Patagonia announces a restructuring plan as it seeks to streamline operations and focus on its core mission. This decision results in a 1% reduction of its workforce, equivalent to 41 employees. While the move marks a significant adjustment, Patagonia remains steadfast in its commitment to its environmental and social values.
In Chile, Patagonia supports Puelo Patagonia, a local environmental charity, in its efforts to secure ecologically sensitive land in the Cochamó region.
This area, rich in biodiversity, faces growing threats from development. By working closely with grassroots organisations, Patagonia reinforces its belief that impactful change often begins at the local level. The initiative marks a shift in the company’s philanthropic focus toward more community-driven environmental projects.
Throughout the year, Patagonia continues to support grassroots campaigns aimed at protecting natural habitats and addressing climate change, staying true to its mission to save our home planet.
About Patagonia
From the early days of activewear for mountain climbers and people who love the outdoors to the extended ranges we see today for sports such as snowboarding, skiing, surfing, fishing and even paddling,Patagoniahas kept its core values. After getting to grips with its environmental impact in the early days, and continuing to make changes to its own practices where necessary in an effort to become ever more responsible, Patagonia has stamped its mark in trying to create a better, greener world for all.
With the introduction of organic cotton, friendly materials and plentiful donations to environmental causes, as well as being actively involved in highlighting and promoting environmental concerns, Patagonia is an industry leader when it comes to sustainability and caring for the environment, and is regarded as one of the most transparent brands in the clothing sector.
With the developments of performance fabrics and materials the brand has grown to be at the forefront of advances in outdoor clothing, and while it has experienced challenges along the way, has never shied away from them. Patagonia has faced everything head on and even with a possible company ending scare during a recession, has always stuck to its core values, delivering timeless classics and innovating new technologies, many which have revolutionised the industry and brought about real change for the good of the environment as well as people working in the supply chain.
For a brand to care so much about the environment that it is a core belief and driving force behind almost every decision made by the company is rare, and that should be appreciated by all.
