We are proud to share a new addition to our arsenal this coming season - Patagonia. Arriving on our shelves this autumn/winter, we recently sat down with their UK team to get a bit of an insight into the story behind the brand, their approach to design & their focus on sustainability. We also got a quick tour around their UK HQ to check out their upcoming collections & what they're working on. Check out the questions & answers from our visit below.
What is Patagonia's mission statement?
We're in business to save our home planet.
What are Patagonia's Core Values?
In 2022, after 50 years of demonstrating that doing the responsible thing makes for good and profitable business, we updated our core values. This update reflects the company we want to be as we embark on these crucial next 50 years for humanity and the planet.
Quality
Build the best product, provide the best service and constantly improve everything we do. The best product is useful, versatile, long-lasting, repairable and recyclable. Our ideal is regenerative products that give back to the earth as much as they take.
Integrity
Examine our practices openly and honestly, learn from our mistakes and meet our commitments. We value integrity in both senses: that our actions match our words (we walk the talk), and that all our work contributes to a functional whole (our sum is greater than our parts).
Environmentalism
Protect our home planet. We're all a part of nature, and every decision we make is in the context of the environmental crisis challenging humanity. We work to reduce our impact, share solutions, and embrace regenerative practices. We partner with grassroots organizations and frontline communities to restore lands, air and waters to a state of health; to arrest our addiction to fossil fuels; and to address the deep connections between environmental destruction and social injustice.
Justice
Be just, equitable and antiracist as a company and in our community. We embrace the work necessary to create equity for historically marginalized people and reorder the priorities of an economic system that values short-term expansion over human well-being and thriving communities. We acknowledge painful histories; confront biases; change our policies; and hold each other accountable. We aspire to be a company where people from all backgrounds, identities and experiences can be their whole selves and have the power to contribute and lead.
Not Bound by Convention
Do it our way. Our success-and much of the fun-lies in developing new ways to do things.
Patagonia have been role models in terms of commitment to sustainability in the fashion and outdoor industry. With this in mind, what do you think the future holds for the brand?
As we look ahead to the next 50 years, we intend to continue challenging the conventional practices of extractive capitalism by running a business in a way that enables it to fight the environmental crisis, protect nature, and support thriving communities.
We'll continue to support Grassroots Environmental communities through our 1% for the planet commitment. This contribution of 1% of turnover each year has given over $200M since 1985 to those campaigning on the front lines of the climate crisis.
Under the new Patagonia ownership structure, The Holdfast Collective receives all the excess profits from the business meaning that since 2022 over $161M has been committed to protecting nature, supporting indigenous communities, challenging extractive industries, and directly funding climate solutions. Learn more about The Holdfast Collective here.
Funding is only part of the puzzle when it comes to resolving the climate crisis. Overconsumption is a huge issue, and with the global apparel industry responsible for around 10% of all global emissions. We acknowledge that we at Patagonia are part of the problem. It's our responsibility to demonstrate an alternative, that's why we have science-based carbon neutrality targets which don't rely on unproven offsetting but impactful in setting.
We are constantly seeking innovative new materials and manufacturing processes that not only offer a reduced footprint but also provide climate solutions. Carbon sequestering Regenerative Organic Cotton, Bureo recycled ocean plastics, and natural rubber Yulex are all materials you'll find across our assortment which is now using 97% preferred materials by weight. We're transparent about our goals, check them out here.
We're proud of where we've come in the last 50 years in business, but we know that in our mission to save our home planet the next 50 years are going to be harder still.
Have you seen the Patagonia audience change over the years? If so, why do you think that is?
Patagonia has a broad, timeless appeal. The things that we're recognised for are our quality, multifunctional design, actions as a responsible company, and Iron Clad Guarantee. When we began, we made clothes for climbers. The decisions we made in product design were potentially life and death choices.
This design philosophy continues with each product needing to be durable, functional, well fitted, easy to care for, repairable, simple, and multifunctional whilst also being fairly made, aesthetically appealing, minimal impact and globally inclusive. In the face of increasing over consumption and rampant extractive capitalism - the cost of buying cheap has never been greater. Whether you're a climber, trail runner, surfer, fly fisher, mountain biker, snowboarder, or a weekday dog walker, you know that we've got you covered. We likely even make a product that will serve you to do all the above.
Our Iron Clad Guarantee covers all our product, however old, wherever it was purchased from, and we offer free repair on any Patagonia item under the same guarantee. Repair is a radical act, and you can access Patagonia repairs here.
Could you sum up Patagonia in one sentence?
An experiment in demonstrating that doing the responsible thing makes for good and profitable business.
Keep an eye on our socials & new arrivals for more new brands coming this season to Stuarts. Shop our Patagonia collection below.
Shop Patagonia