# Patagonia: Yvon Chouinard (2016)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-12-25
- Length: 26m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016

## Summary

Yvon Chouinard, founder of Patagonia, explains how he transitioned from a blacksmith making pitons in a chicken coop to building a billion-dollar outdoor apparel company. He details the company's early struggles with rapid growth, the strategic decision to slow expansion to ensure longevity, and the implementation of radical sustainability practices like the Ironclad Guarantee and garment repair services. Chouinard also discusses his unique leadership philosophy, which emphasizes employee autonomy, flexible work policies like 'surfing when the waves are up,' and a commitment to environmental responsibility over traditional profit maximization.

## Chapters

- [0:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=45) Introduction: Yvon Chouinard and Patagonia
- [2:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=140) Blacksmithing and Early Climbing Gear
- [4:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=282) Pivoting to Clothing and Naming the Company
- [8:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=505) The Growth Crisis and Financial Rescue
- [11:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=683) Slowing Growth and Sustainable Business Models
- [17:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=1021) Leadership Philosophy and Employee Autonomy
- [24:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-25-patagonia-yvon-chouinard-2016#t=1465) Postscript: Brett Johnson and Firedrops

## Topics

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

## Most relevant to

companies scaling up

## Mentioned

- Patagonia (company)
- U.S. Bank (company)
- Home Depot (company)
- Firedrops (product)
- Coca-Cola (company)

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