Patagonia Founder Yvon Chouinard is not your average businessman, nor does he have an average business. A self-proclaimed climber, skier, kayaker, surfer, and blacksmith, Chouinard made a pledge that as his company would stay focused on the key values found in outdoor sports regardless of how much the business grew. Patagonia employees are a good example of the original vision in action. They're encouraged not only to dress how they want to at the office, but they also are able to take time out for the joyous occasion of surfing a big wave or skiing new snow. Patagonia's unique business approach goes beyond the excitement associated with their outdoor products. They've also developed into a huge proponent of environmental issues, donating up to 1% of their total sales or 10% of their profits each year to environmental preservation groups. In addition, Patagonia emphasizes corporate responsibility and environmental consideration when creating their products. Reducing consumption and implementing sustainable solutions on a personal, business, societal, and even global level is critical to everyone's survival. Patagonia's latest campaign examines their struggle to reduce the environmental harm done as a business, as well as to take action as individuals to lighten the tread of the human ecological footprint. From organic cotton to recycled polyesters, Patagonia has succeeded in limiting the "footprint" they leave on the world. Patagonia's value system shapes everything they do. They offer products that are geared not only towards meeting the needs of the user, but also towards meeting the needs of our increasingly consumer-driven world. Again, Patagonia adopts a simple philosophy for their products: the product must have a functional need which is realized in its design. Patagonia's philosophy, as expressed by French aviator Antoine de St. Exupery, states that a product should be stripped down to its most "naked" need, without unwanted accessories. With this attitude, Patagonia attracts users who understand that in risk-sports the right product makes all the difference.

Patagonia is a prime example of how combining innovative customer-need driven products with the ethical values their customers embrace pays off. With an active and excited workforce, Patagonia knows their stuff and understands the need for a usable product that considers environmental control. In their local stores, Patagonia continues to promote awareness by offering their retail space to environmental groups. Patagonia has become a household name for many of their users as a brand associated with truth and value.