Yvon Chouinard, Patagonia’s founder, got his start in business by pursuing what he loved — climbing. Not satisfied with the metal spikes used for climbing, Chouinard began making reusable pitons after teaching himself blacksmithing. It turned into a business: Chouinard Equipment. He continued climbing with his business partners and came back from adventures with ideas on how to improve the company’s product, but they eventually realized the product was the problem. Continually hammering pitons into the walls of Yosemite had disfigured it, so they invented something more sustainable, something better: the aluminum chock. It was a good business move that also happened to be good for the environment.
Chouinard kept climbing. Patagonia, his next venture, started nearly by accident when Chouinard bought a rugby shirt. Overbuilt to withstand the rigors of the game, it made for perfect climbing gear. As with his piton, friends wanted one as well. Clothing became an opportunity to support the “marginally profitable” hardware business, but it also became a platform for a new way to do business.
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