patagoniaのインスタグラム(patagonia) - 9月28日 01時43分

“The very way they were making their living was actually destroying the sport they love and desecrating the rock.” —Vincent Stanley, Patagonia’s director of philosophy

Before clothing, there was climbing gear. When Yvon Chouinard co-founded Chouinard Equipment in 1965, pitons quickly became the company’s best-selling product—and put us on the sh*tlist of environmentalists who rightly called out that the gear irreparably damaged the rock. So Yvon and his business partner Tom Frost pivoted to aluminum chocks that could be wedged in by hand rather than hammered in and out of cracks.

In our new book, The Future of the Responsible Company, Vincent and Yvon call that moment Patagonia’s first moral dilemma. But switching to chocks didn’t just set us on a path to prioritize planet over profit. It also helped us convince customers to join us to create change together.

It’s one of the many stories from the book, out now, about how companies can reduce the harm they cause, improve the quality of their business and provide the kind of meaningful work everyone wants.

Learn more at the link in bio.

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