Designed to keep climbers snug on El Capitan, the Patagonia fleece became the unofficial uniform of venture capitalists and finance bros (earning the nickname Patagucci). But thrill-seeking Patagonia founder Yvon Chouinard never aimed for a high-end market. In fact, he built a $3 billion brand while trying not to be a businessman. Yvon's a self-described existential dirtbag (baby) whose idea of a good time is disappearing into the mountains for weeks while surviving on tins of cat food. Despite his dropout tendencies, Yvon revolutionized outdoor gear, and forged a brand (literally â he has an anvil!) built on anti-consumerism. Find out how a toilet seat cover inspired a fleece revolution, how the most anti-corporate CEO risked it all to fight climate change, and why the Patagonia Fleece is the best idea yet.
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