Yvon Chouinard founded Patagonia in 1973 after building a climbing-equipment business.
Chouinard began making climbing hardware in the late 1950s because he wanted equipment suited to his own climbing. His company, Chouinard Equipment, became known for strong reusable pitons and later for aluminum chocks. As environmental concerns grew, the business moved away from equipment that damaged rock faces and toward less harmful alternatives.
Patagonia started as a clothing company in 1973. Its products and public identity became closely connected with outdoor recreation, environmental protection, repair, reuse, and responsible production. The company’s well-known “Don't Buy This Jacket” campaign encouraged customers to reduce consumption and extend garment life.
Patagonia is not the same business as Chouinard Equipment, which was sold in 1989 and became part of Black Diamond Equipment. The Patagonia brand grew from Chouinard’s outdoor-business experience but developed as a separate company.