Yvon Chouinard is something of an enigma in the clothing world, widely acknowledged for his forward thinking attitude to production, intent on minimizing his environmental footprint and pioneering ethical ways to run his company, Patagonia.
Chouinard started his career as a rock-climber selling handmade mountain gear until 1970 when he discovered the humble rugby shirt had several practical uses for a climber and quickly became the primary component of the company’s range. From this start point, Patagonia have been focused on the clothing side of things while Chouinard’s other company have handled the other aspects of production, which has since moved into other hands. Well known for their pioneering approach to ethical production, Patagonia make clever use of recycled materials throughout their range of technical outdoor centred clothing and take steps to save water and supplement their facilities with renewable solar energy; also not shying away from political discourse. All of this is great, but it wouldn’t be worth much if the end product wasn’t - which isn’t the case. The iconic P-6 logo tee is perhaps the most recognisable piece available here, but there’s always a great selection of waterproof outer layers, thick fjord flannel shirts and ethically sourced down outerwear - all fit for intended purpose whether cycling through a rainy city centre or camping out in the freezing wilderness.