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by Yvon Chouinard (Author)
"An essential read"--Forbes
The riveting stories of outdoor life and activism from Patagonia's iconoclastic founder--in his own words
For nearly 80 years, Yvon Chouinard has pursued, with equal fervor, sports adventures, business excellence, and environmental activism. Since 1950, he has captured the lessons and revelations he's learned in articles and books, personal letters and poetry, introductions and eulogies. In this fascinating inside look, Chouinard himself has selected his favorites from years of reflection, all accompanied by illustrative photos, many never published before.
The results are both more of Chouinard's iconoclastic and provocative thinking, his skilled storytelling and sense of humor, and a picture of the evolution of his thoughts and philosophies. With articles on sports, from falconry to fishing and climbing to surfing, with musings on the purpose of business and the importance of environmental activism, this very personal book is like sitting on the couch with this amazing man, flipping through his photo album as he tells the stories of his life.
Some Stories is an eclectic portrait of a unique life lived well. Yet the final pages of the book indicate that Chouinard will continue to challenge people, business, and the world. He presents the company's new simple but direct mission statement, revised for the first time in 27 years: "We are in business to save our home planet." With it he emphasizes the urgency of the climate crisis then entreats every person's obligation to reflect on, commit to, and act on this mission.
Author Biography
Yvon Chouinard is the founder of outdoor clothing maker Patagonia. Chouinard learned early in his life as an alpinist, surfer and fly fisherman the seriousness of the environmental crisis--and he made this the focus of his company. In the 1980s he instituted Patagonia's earth tax, pledging 1 percent of sales to the preservation and restoration of the natural environment. Since then Chouinard co-founded the Fair Labor Association, One Percent for the Planet, the Textile Exchange, the Conservation Alliance, and the Sustainable Apparel Coalition. In addition, Patagonia has been a B Corp member since 2012. Also in 2012, Patagonia started a food division, Patagonia Provisions, and began publishing books. He is the author or co-author of Climbing Ice, Let My People Go Surfing (Penguin Press), The Responsible Company, Simple Fly Fishing and Pheasant Tail Simplicity: Recipes and Techniques for Successful Fly Fishing.
Chouinard continues to surf and fly fish. Since 2017 he's also sued the Trump Administration to protect public lands, worked to establish Regenerative Organic Certification (ROC), and authorized the donation of the $10 million "evil" tax cut. In an unprecedented move in the US, in 2022, he and his family created the Holdfast Collective, a group of nonprofits, and gave the company to it. Patagonia now donates all profits to organizations working to combat the environmental crisis.
