Patagonia: pioneer company

Last week I read an article by Iria Pérez Gestal in Modaes that talked about Patagonia and its pioneering attitude towards sustainability.

Patagonia has had a sustainability director since 1992, they use fabrics derived from recycled plastics since 1993 and since 1996 all the cotton used is organic. Patagonia knew how to see the blue ocean of sustainability before anyone else and has managed to make this message its flag.

There are many companies that make a decision to direct their activity towards a supposed sustainability, but from my point of view the problem is at the origin of the model. The sustainability of companies over time passes by knowing how to reinvent themselves and in some cases cause 180º changes in their strategy.

Marc Buckley, whom I had the pleasure of meeting at the last COP25 held in Madrid, made a note that I found to be very descriptive about the sustainable “mini actions” developed by some brands, it said something like:

If you get in the car to go to Malaga, but you make a mistake and head towards Barcelona, ​​it is useless if, instead of changing direction, you slow down the car. You will continue to arrive in Barcelona sooner or later and you will be much further from Malaga than when you started the journey.

On the other hand, the example of Patagonia shows that sustainability and profitability are not conflicting concepts; the Californian company annually exceeds a turnover of one billion dollars and generates a great social impact.

I recommend visiting Marc Buckley's website (https://marcbuckley.earth/) as well as being attentive to all the news in Modaes (www.modaes.es). I leave you a video of Patagonia in which environmental activism is promoted.

Link to the full article by Iria Pérez in Modaes: https://www.modaes.es/back-stage/patagonia-los-activistas-que-introdujeron-la-sostenibilidad-en-el-discurso-de-la-moda.html