How Patagonia Became The Billion-Dollar Brand of The Resistance

Outdoor clothing giant Patagonia says it puts the planet ahead of profits, in part by telling customers to "buy less." It’s a bold mission statement that, either purposely or by happy coincidence, has resulted in tremendous growth for the company. From being the unofficial uniform of finance bros to eco-conscious outdoors enthusiasts, this profile dives into the paradox of the eco-conscious outdoor retailer.

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