Can Patagonia Make Capitalism Climate Friendly?

Patagonia founder Yvon Chouinard may be the world’s most reluctant billionaire.

For 50 years, the rock climber and environmentalist has tried to chart a tricky course, becoming a poster child for an unconventional form of capitalism that seeks to balance profit and purpose.

Patagonia is now one of the world’s most successful outerwear brands, with sales of its fleeces, windbreakers and flannels topping $1 billion a year, according to