# Patagonia: Yvon Chouinard

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2016-12-12
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard

## Summary

Yvon Chouinard, founder of Patagonia, explains how he transitioned from a blacksmith making pitons in a chicken coop to building an outdoor clothing brand by solving his own gear problems. He details the company's early scaling crisis in the late 1980s, where 50% annual growth led to cash flow issues and layoffs, prompting a strategic pivot to slow, sustainable growth. Chouinard describes Patagonia's unique business model, including its garment repair center, the Worn Wear program, and a philosophy of designing durable, repairable products to minimize consumption. He also outlines his leadership approach, characterized by extreme employee autonomy, flexible work policies like 'Let My People Go Surfing,' and a commitment to long-term stewardship over short-term profit.

## Chapters

- [0:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=23) Introduction: Yvon Chouinard and the origins of Patagonia
- [2:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=163) Blacksmithing pitons and the shift to climbing gear
- [4:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=260) Transitioning from hardware to clothing and naming the company
- [7:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=474) The late 1980s growth crisis and near-bankruptcy
- [11:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=661) Strategic decision to slow growth and prioritize longevity
- [12:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=776) The garment repair center and Worn Wear program
- [15:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=959) Leadership philosophy: autonomy, 'Let My People Go Surfing', and culture
- [20:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2016-12-12-patagonia-yvon-chouinard#t=1227) Chouinard's personal philosophy and Zen influences

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

companies scaling up

## Mentioned

- Patagonia (company)
- U.S. Bank (company)
- Fatco (company)
- Cassie Burnside (other)

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