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How Patagonia Built a Business on Purpose Not Profit
Lucas and Luna explore how outdoor brand Patagonia became a billion-dollar company by putting environmental activism ahead of growth. The episode focuses on founder Yvon Chouinard's decision to give away the company to a climate trust in 2022, and how that move was decades in the making. They trace Patagonia's early days as a climbing hardware maker, its shift to organic cotton in the 1990s, the 'Don't Buy This Jacket' Black Friday ad, and the self-imposed Earth Tax. Lucas argues that Patagonia's constraint-driven strategy — refusing to go public, rejecting fast…
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