Let My People Go Surfing: The Education of a Reluctant Businessman

“Make the best quality product” is the central tenet of Patagonia’s corporate philosophy. Chouinard’s design chief objected to his claim that Patagonia made the best clothing, arguing that the best clothing was Italian and handmade. Chouinard disagreed, arguing that type of clothing’s delicacy and the complexity of care it demanded made it less than the best. He and his design chief subsequently agreed on a meaning of quality, defining it with a set of criteria for their designers.

Chouinard claims Patagonia was the first to apply the industrial design principal that function dictates form to clothing. This means that every piece of clothing they make must serve a purpose. For example, long underwear must dry quickly and wick moisture away from the skin to keep the body warm. Only after the designers establish use do they decide on things like fabric and color.

Mountain climbers take as little gear as is safe because they have to carry it up a mountain. Chouinard and Patagonia view multifunctionality as a philosophical and environmental consideration: It’s better to buy one product that does the job of many than many that are uni-functional. A rain jacket that can be used for climbing, for skiing, and in the city has a smaller environmental footprint than three separate jackets.