A New Tune for Patagonia
The company is well-known for its environmenthal ethic, what with its programs like the Footprint Chronicles, 1% for the Planet, and a Common Threads clothing-recycling program. Their newest green endeavor, however, enters previously unchartered terrirtory (for an adventure company, anyway): music.
The Patagonia Music Collective is a partnership with some of today's leading artists — Jack Johnson, Bonnie Rait, Los Lobos, and Maroon 5 among them — who wish to lend their voices to the company's environmental work. Using a dedicated iPhone app or iTunes webpage, fans can purchase special tracks for 99 cents each, with the proceeds going to the artists' environmental organization of choice.
With his roots in crafting his own climbing gear, Chouinard is somewhat of a reluctant CEO. However, he says he runs his company with the hope that it will serve as a model for other businesses: "Basically my business exists to put into practice what all the smart people are saying we have to do to save this planet, and if I can prove it's good business, then other companies are going to follow along."