How Patagonia Built a Brand on Purpose Not Product

In this episode of Building Brands, Lucas and Luna explore how Patagonia transformed outdoor apparel into a mission-driven movement. They start with founder Yvon Chouinard's 1972 Rugby shirt—the first garment sewn with a purpose—and trace how the company used its 'Don't Buy This Jacket' campaign, 1% for the Planet, and a radical commitment to repair over replacement to build a brand that customers trust even when it asks them to consume less. The conversation digs into the 2022 decision to transfer ownership to a trust and nonprofit, the 18-million-dollar tax bill that came with it, and the question at the heart of the brand: can a company that tells you not to buy its products still grow? #Patagonia #YvonChouinard #PurposeDrivenBrand #BrandBuilding #Sustainability #MarketingStrategy #BusinessEthics #ConsumerTrust #DonotBuyThisJacket #1PercentForThePlanet #BrandPurpose #OutdoorApparel #CorporateResponsibility #BrandEquity #Business #Podcast #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo