Founded in 1972 in Ventura, California, by Yvon Chouinard, Patagonia is a company specialized in designing outdoor gear for on and off-hill sports such as skiing, snowboarding, surfing, climbing, fly fishing, and trail running. While the brand’s name is synonymous with premium clothing, Patagonia is also known for emphasizing sustainability, so they started off the 1 Percent For The Planet movement, a coalition of similar minded companies that donate one per cent of their sales to selected environmental organizations. Patagonia is dead serious about their goals as evidenced by a 2011 full-page ad in the New York Times that called upon people to only buy apparel if the really need it; to reinforce this statement, Patagonia stresses their own stuff to be as durable and long-lasting as possible. Further, Patagonia assumes corporate social responsibility and makes sure that their suppliers produce under humane and fair conditions. It ain’t hard to tell that Patagonia is the good conscience in the world of outdoor gear.