The founder of the outdoor brand Patagonia, Yvon Chouinard, talks about the roots of his activism, how an environmental group needs to think like a business, and how it's up to activists to take science and do some good with it.
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The brand and its founder are renowned internationally for commitment to environmental issues. Launching Patagonia isn't, of course, the only amazing achievement Yvon Chouinard has under his belt; he made pitons and sold them out the back of his car to support himeslf in the late 50s and 60s, when he was one of the leading climbers of the Golden Age of Yosemite climbing. From the success of these pitons grew 'Chouinard Equipment Ltd', and Yvon went on to make significant innovations in climbing hardware. The company was taken over and reborn as Black Diamond Equipment in 1989, and Chouinard concentrated on Patagonia.
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