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It’s always a little nerve-wracking when you learn one of your favorite brands is under new ownership. That’s not the case with Patagonia, who recently made that big announcement, though. Their new owner? Mother Earth.
Yvon Chouinard, the 83-year-old founder of the beloved outdoor retailer, announced on September 14 via an open letter on the company’s website that he and his family had transferred all ownership to two new entities: Patagonia Purpose Trust and the Holdfast Collective. What does that mean? Every dollar that is not reinvested back into Patagonia will be distributed as dividends to protect the planet and help combat the climate crisis. That could add up to roughly $100 million each year.
“Earth is now our only shareholder,” Chouinard says. “I am dead serious about saving this planet.”
During a time in which the public is especially aware of the amount of power (and money) big name founders have, it’s hopeful to see a CEO like Chouinard coming forward and taking serious action—something he hopes will inspire others. “Hopefully this will influence a new form of capitalism that doesn’t end up with a few rich people and a bunch of poor people,” Chouinard tells The New York Times in an exclusive interview.
As to who or what organizations the money is going to? Chouinard tells the Times, “We are going to give away the maximum amount of money to people who are actively working on saving this planet.”
Consider this all good news. The leadership and priorities of the 50-year-old company won’t change, and the quality of your cherished fleece zip-ups and puffy jackets won’t either. The direction the climate crisis is headed will change, hopefully, if Patagonia has anything to say about it.
“If we have any hope of a thriving planet—much less a thriving business—50 years from now, it is going to take all of us doing what we can with the resources we have,” says Chouinard. “This is another way we’ve found to do our part.”
In honor of the big announcement, we celebrated the best way we know how: We went shopping. Here are six of our favorite Patagonia products that would be a perfect addition to your fall wardrobe. They’ll keep you warm (literally) while giving you warm feelings knowing you’re investing in a company that cares about our planet.
The best of Patagonia
Women's Retro Pile Fleece Hoodie — $159.00
This recycled fleece zip-up hoody is begging to be thrown on while bundled up in front of a backyard bonfire. The double-sided fleece, complete with a hood, ensures you’ll stay warm when the nights turn brisk, while the three zippered pockets can safely keep all your must-haves close. Quick, someone get the s’mores fixings.
Sizes available: XS-XXL
Colors available: 5
Women's Clean Climb Badges Uprisal Crew Sweatshirt — $79.00
In sticking with the “let’s be extra nice to earth” theme, this sweatshirt is made entirely from fabric scraps and recycled bottles. Plus, it’s cool, comes in this ‘70s gold color, and has fun badges along the arm. The dense lining promises to keep you cozy on the first chilly days of fall too.
Sizes available: XS-XL
Colors available: 1
Women's Mainstay Tee — $49.00
Can you ever have enough basic tees? We’re going with no. That is, until you have one of every color of this Patagonia tee, because they last forever and look good-as-new wash after wash. Here’s betting you’ll reach for this lightweight, relaxed fit tee all fall long, since it’s perfect for layering. And yes—how did you know?—it’s made with a blend of organic cotton and recycled polyester.
Sizes available: XS-XXL
Colors available: 8
Lightweight Merino Performance Crew Socks — $25.00
No need to be shy about your love for Patagonia. Show off your admiration with these retro-esque crew socks. They’re lightly cushioned, meant to withstand many miles on the trails, making them extra cushy for keeping your tootsies warm this winter. Between their remarkable breathability, their super strength durability, and that seriously cute design, we’re sold.
Sizes available: S-L (sold out in XL)
Colors available: 5
Women's Fitz Roy Icon Uprisal Sweatpants — $89.00
If your early pandemic days sweatpants have gone a little slack, it’s time to upgrade. This pair (which is made from recycled materials) feature an easy fit without looking sloppy—the holy grail for sweatpants. Our advice? Opt for the cabin gold color, and rock a full head-to-toe Patagonia look along with the Crew Sweatshirt above.
Sizes available: XS-XL
Colors available: 3
Women's Better Sweater® Fleece Vest — $109.00
This wouldn’t be a Patagonia roundup without a vest, now, would it? Patagonia is know for their fleece and puffer vests, but we’re currently gravitating toward its Better Sweater fleece vest, which is constructed with 100 percent recycled polyester, and has that cozy sweater feel that’s ideal for brisk temps.
Sizes available: XXS-XXL
Colors available: 4
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