A new Patagonia jacket is not exactly cheap. I mean, we have a lifetime guarantee and we can't make things cheaply. We're trying to make the very, very highest quality we can. It's like organic food. It costs more than regular food. As it should. And so let people pay for that.
In 1973, Yvon Chouinard started Patagonia to make climbing gear he couldn't find elsewhere. Over decades of growth, he has implemented a unique philosophy about business, leadership and profit.
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