Yvon Chouinard

Founder of Patagonia — the outdoor clothing company whose environmental mission became its business model — and exemplar of the 'reluctant businessman' who built a values-driven enterprise.

Business as environmental activism: Chouinard built Patagonia around the idea that a company could be a force for environmental good while remaining commercially successful. The 1% for the Planet pledge, organic cotton, Worn Wear (repair rather than replace), and his 2022 decision to give the entire company to an environmental trust (rather than sell or go public) represent a coherent business philosophy. Demonstrated that authentic environmental values can be a durable competitive advantage.