Company profile
- Industry
- Outdoor apparel
- Founded
- 1973
- Headquarters
- Ventura, United States
- Ownership
- Owned by the Patagonia Purpose Trust and the Holdfast Collective
Profiles are auto-generated and infrequently updated.
In depth
Decisions on record
One verified Decision Case on Patagonia, and the casebook each one belongs to.
| Fork date | Decision type | What Patagonia chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2011 | Distribution Rebellion | Run anti-consumption ad | threw off $40 to $50 million in free publicity (2011) | Read the story → | Distribution Rebellion Casebook → |
Run one of these yourself
The decisions Patagonia faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
The analyses
Founder Doctrine · People & Control
'Earth Is Now Our Only Shareholder': How Patagonia's Founder Made His Values Impossible to Undo
In 2022, Yvon Chouinard gave away a $3 billion company - not to charity in the usual sense, but into a structure engineered so that no future owner, heir, or executive could ever betray its mission. It's the most radical founder doctrine in modern business: values enforced not by culture, but by the cap table.
8 min
The Distribution Rebellion · Boundaries of the Firm
Patagonia Tells You Not to Buy the Jacket. Then It Repairs It Forever.
The 'Don't Buy This Jacket' ad cost about $57,000 and bought $40-50 million in free publicity. But the real machine isn't the ad - it's the repair counter, which quietly turns anti-consumerism into the deepest switching cost in outerwear.
7 min
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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