Santa Fe New Mexican
Who’s Who And Who’s Here
Yvon Chouinard is a passionate activist and an iconoclastic businessman. He was a teenager and self-taught blacksmith when he founded Chouinard Equipment. The company grew to dominate the alpine climbing market and inspired a new era of “clean climbing.” In 1973 he founded Patagonia, a company known for its quality products and commitment to advancing solutions to the environmental crisis. In September 2022, Chouinard and his family transferred their ownership of the company to a trust and a nonprofit organization dedicated to protecting our home planet. His business memoir Let My People Go Surfing has been published in 16 languages and has sold more than 500,000 copies, and his book The Responsible Company tells how to operate a values-led business. Chouinard executive-produced the documentaries Artifishal, DamNation, and Public Trust and cofounded 1% for the Planet, the Fair Labor Association, the Conservation Alliance, the Regenerative Organic Alliance, and other organizations.