Outdoor Retailer - July 2017 - 17

1980s

Outdoor Retailer 35th Anniversary
the public. In the introduction to his 2005 quasi-autobiography Let My People Go Surfing, he
writes, "It's business that has to take the majority of the blame for being the enemy of nature,
for destroying native cultures, for taking from
the poor and giving to the rich, and for poisoning the earth with the effluent from its factories."
In 1964 in Chouinard Equipment's first gear
catalog, Yvon also listed his priorities. At the
bottom of a page of pitons, he wrote, "Don't expect speedy delivery in the months of May, June,
July, August and September." Chouinard might
have instead typed: Too busy climbing to care.
And yet his business grew.
In 1973 photographer Galen Rowell praised
Chouinard's catalog, which had grown larger,
for putting ethos ahead of sales. Writing for
the American Alpine Journal, Rowell credits
Chouinard with espousing a clean climbing
aesthetic, rather than promoting hammering
pitons into rock and thus destroying routes.
Chouinard's then-radical idea was to use removable nuts instead, and he promoted conservation, buying only what you need. Rowell
quotes Chouinard: "The fewer gadgets between the climber and the climb, the greater
the chance to attain the desired communication with oneself-and nature."
Casey Sheahan, now president of Keen footwear, who served as CEO at Patagonia from
2005-2014, says Chouinard's willingness to
take chances in business in the name of environmentalism is, "his gift to the rest of us. Chocks
were his first foray into environmentalism. He
looked at the damage climbers were doing and
he had the guts to change. He's a reluctant leader, which is maybe why he's good at it."
Chouinard told the New Yorker, in 1977,
"I make a comfortable living. I don't have any
money in the bank, but I have a living, and that's
all I want out it." But in that same article, he foretold where quite a bit more income would come
from: clothing.
Chouinard noted shrewdly that the markup
on climbing hardware was paltry, and it was far
higher on clothing. A little more than a decade
later, just prior to taking the helm as editor of
Outside magazine, Hal Espen wrote a powerful article in the New York Times Magazine titled "Fleeced," which put a target on Patagonia's
Synchilla and how it was marketed. Espen
wrote that fleece was "...a wholly synthetic
product, derived from the ├╝berstaple of late-

photograph by ANDREW KORNYLAK

20th-century life: crude oil."
Sheahan says such criticism struck a nerve
at Patagonia. "It's always been important to
Yvon. He's wary of hypocrisy. It's why you see
Patagonia doing Common Threads [recycling
used Patagonia clothing and reselling it, now
called Worn Wear]. It's why they use recycled
materials, which has moved companies like
W.L. Gore to use recycled face fabrics."
Sheahan says that both external and internal
critiques forced Patagonia to look hard at supplier practices, especially at downsourcing, and
that Patagonia's role helped nudge more reluctant companies to follow suit, even if it meant
higher costs. Sheahan also says Chouinard's
idea of asking why you're in business isn't what
they teach you at business school. "Of course
you're supposed to make money. Yvon turned

that on its head and said, 'No, it's about doing
the right thing.' And he's been a role model that
thousands of other companies can emulate."
There's a side to this story that's still incomplete, however. Chouinard's an athlete,
and he's always filtered what Patagonia produces through that purposeful lens: What's
the actual use? Rather than making gear just
to make more gear.

ACCORDING TO SHEAHAN, CHOUINARD IS
"always tinkering." And that attracts fellow
tinkering athletes to his sphere-people such
as Patagonia ambassador Gerry Lopez, who
learned about the brand in 1992 when he moved
to Oregon and started wearing Patagonia apparel to go snowboarding. He met Chouinard,
who is also a renowned surfer, and the two hit

Lopez "blew up" in a sport that was glowing a
lot hotter in the 1960s and 1970s than climbing ever would or could. Surf, in fact, has
always had the ability to suck in more heat.

SURF SHAMAN
Gerry Lopez hung
on to his soul when
he could have sold
out-so much so
that he's now the
Yoda of the sport.



Table of Contents for the Digital Edition of Outdoor Retailer - July 2017

OUTDOOR RETAILER - JULY 2017
CONTENTS
CONTRIBUTORS
FIRST WORDS
THE TRIBE
GREG THOMSEN
YVON CHOUINARD AND GERRY LOPEZ
STEVE BARKER
THE SCENE
JEFF LOWE
PETER AND PATTY DUKE
BEAVER THEODOSAKIS
CARSON STANWOOD
CHAD GALLWITZ
JOHN MEAD
THE TORNADO
THE SCENE
SALLY MCCOY
JOHN STERLING
CASEY SHEAHAN
THE SCENE
MUSIC AND MEMORIES
PETER METCALF
SALLY JEWELL
CONRAD ANKER
JEN TAYLOR
DAN NORDSTROM
JEREMY COLLINS
JOANNA HOSHIMOTO
THE FUTURE
THE BACKSTORY
Outdoor Retailer - July 2017 - OUTDOOR RETAILER - JULY 2017
Outdoor Retailer - July 2017 - Cover2
Outdoor Retailer - July 2017 - 1
Outdoor Retailer - July 2017 - CONTENTS
Outdoor Retailer - July 2017 - 3
Outdoor Retailer - July 2017 - CONTRIBUTORS
Outdoor Retailer - July 2017 - 5
Outdoor Retailer - July 2017 - FIRST WORDS
Outdoor Retailer - July 2017 - 7
Outdoor Retailer - July 2017 - THE TRIBE
Outdoor Retailer - July 2017 - 9
Outdoor Retailer - July 2017 - 10
Outdoor Retailer - July 2017 - 11
Outdoor Retailer - July 2017 - GREG THOMSEN
Outdoor Retailer - July 2017 - 13
Outdoor Retailer - July 2017 - 14
Outdoor Retailer - July 2017 - 15
Outdoor Retailer - July 2017 - YVON CHOUINARD AND GERRY LOPEZ
Outdoor Retailer - July 2017 - 17
Outdoor Retailer - July 2017 - 18
Outdoor Retailer - July 2017 - 19
Outdoor Retailer - July 2017 - STEVE BARKER
Outdoor Retailer - July 2017 - 21
Outdoor Retailer - July 2017 - 22
Outdoor Retailer - July 2017 - 23
Outdoor Retailer - July 2017 - THE SCENE
Outdoor Retailer - July 2017 - 25
Outdoor Retailer - July 2017 - 26
Outdoor Retailer - July 2017 - 27
Outdoor Retailer - July 2017 - JEFF LOWE
Outdoor Retailer - July 2017 - 29
Outdoor Retailer - July 2017 - PETER AND PATTY DUKE
Outdoor Retailer - July 2017 - 31
Outdoor Retailer - July 2017 - BEAVER THEODOSAKIS
Outdoor Retailer - July 2017 - 33
Outdoor Retailer - July 2017 - CARSON STANWOOD
Outdoor Retailer - July 2017 - 35
Outdoor Retailer - July 2017 - CHAD GALLWITZ
Outdoor Retailer - July 2017 - 37
Outdoor Retailer - July 2017 - JOHN MEAD
Outdoor Retailer - July 2017 - 39
Outdoor Retailer - July 2017 - THE TORNADO
Outdoor Retailer - July 2017 - 41
Outdoor Retailer - July 2017 - 42
Outdoor Retailer - July 2017 - THE SCENE
Outdoor Retailer - July 2017 - 44
Outdoor Retailer - July 2017 - 45
Outdoor Retailer - July 2017 - 46
Outdoor Retailer - July 2017 - 47
Outdoor Retailer - July 2017 - SALLY MCCOY
Outdoor Retailer - July 2017 - 49
Outdoor Retailer - July 2017 - 50
Outdoor Retailer - July 2017 - 51
Outdoor Retailer - July 2017 - JOHN STERLING
Outdoor Retailer - July 2017 - 53
Outdoor Retailer - July 2017 - CASEY SHEAHAN
Outdoor Retailer - July 2017 - 55
Outdoor Retailer - July 2017 - THE SCENE
Outdoor Retailer - July 2017 - 57
Outdoor Retailer - July 2017 - 58
Outdoor Retailer - July 2017 - 59
Outdoor Retailer - July 2017 - MUSIC AND MEMORIES
Outdoor Retailer - July 2017 - 61
Outdoor Retailer - July 2017 - 62
Outdoor Retailer - July 2017 - 63
Outdoor Retailer - July 2017 - 64
Outdoor Retailer - July 2017 - 65
Outdoor Retailer - July 2017 - PETER METCALF
Outdoor Retailer - July 2017 - 67
Outdoor Retailer - July 2017 - 68
Outdoor Retailer - July 2017 - SALLY JEWELL
Outdoor Retailer - July 2017 - CONRAD ANKER
Outdoor Retailer - July 2017 - 71
Outdoor Retailer - July 2017 - JEN TAYLOR
Outdoor Retailer - July 2017 - DAN NORDSTROM
Outdoor Retailer - July 2017 - JEREMY COLLINS
Outdoor Retailer - July 2017 - JOANNA HOSHIMOTO
Outdoor Retailer - July 2017 - THE FUTURE
Outdoor Retailer - July 2017 - 77
Outdoor Retailer - July 2017 - 78
Outdoor Retailer - July 2017 - 79
Outdoor Retailer - July 2017 - THE BACKSTORY
Outdoor Retailer - July 2017 - Cover3
Outdoor Retailer - July 2017 - Cover4
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