We're proud to welcome another new addition to our lineup as we enter the colder months - Patagonia. Founded in 1973 in Ventura, Patagonia began their journey selling bespoke mountain climbing gear for the local regions, before expanding into producing outdoor apparel which they have become renowned for globally. Check out a brief history behind the brand below.
In 1953, at just 14 years old, Yvon Chouinard, who would later go on to found Patagonia, developed a deep passion for climbing when he joined the Southern California Falconry Club. Through this group, he connected with fellow young climbers, and together they ventured into California's picturesque mountain ranges. Eventually, they taught themselves how to scale the towering walls of Yosemite.
To support their climbing expeditions, Chouinard learned blacksmithing, starting by crafting pitons - metal spikes used to secure a climber to the rock. His craftsmanship quickly gained attention within the tight-knit Californian climbing community, leading him to set up a small workshop in his parents' backyard. He would also drive along the coast, from Big Sur to San Diego, surfing and meeting climbers with whom he could share and sell his tools.
In 1965, Yvon Chouinard teamed up with Tom Frost to form Chouinard Equipment. Over the next nine years, the duo revolutionized climbing gear, refining nearly every tool used in the sport. Their design philosophy was influenced by French aviator Antoine de Saint-Exup_ry's idea that "perfection is achieved not when there is nothing more to add, but when there is nothing left to take away." By 1970, Chouinard Equipment had grown into the leading supplier of climbing hardware in the U.S.
During a winter climbing trip to Scotland in 1970, Yvon Chouinard noticed the practicality of rugby shirts for climbing - their durable collars protected the neck. When he returned to the U.S., fellow climbers were eager to know where they could find one. Clothing soon became a natural extension of the brand, and by 1972, Patagonia was offering items like cagoules, beanies, and gloves, sourcing materials from around the world.
At the time, climbers typically relied on traditional fabrics like cotton and wool, but Patagonia sought alternatives. The company turned to synthetic pile sweaters, a staple worn by North Atlantic fishermen, which provided excellent insulation without absorbing moisture. After discovering a mill in Los Angeles capable of producing this fibre and conducting extensive field tests, Patagonia developed a fabric that met its performance standards.
In 1975, after climbing Mount Fitz Roy in Patagonia, Yvon Chouinard designed what would become Patagonia's iconic logo. The striking image of rugged mountains set against a sunset skyline was directly inspired by this experience. This enduring silhouette has come to symbolize the values and vision of the Patagonia brand.
Here at Stuarts we now welcome their first deliveries for autumn/winter, which continues their legacy of producing responsible yet timeless outdoor clothing to battle the elements - whilst focusing on their commitment to sustainability. Check out a few highlights from the collection below.
Check out our other blog talking with the Patagonia team here.
Shop our full Patagonia collection below, available online & in-store now at Stuarts London.
Shop Patagonia