Outdoor Celebrity of the Year 2006 Yvon Chouinard, Patagonia

Photo: Ted Wood

Annecy, August 2006: Within the OutDoor tradeshow 2006 the organizers at Messe Friedrichshafen selected the first “OutDoor Celebrity of the Year”, a special distinction honoring the dedication and commitment of a leading figure in the outdoor world.

A jury consisting of outdoor- and design-journalists from leading European trade media awarded the first “OutDoor Celebrity of the Year 2006 award” to Yvon Chouinard, founder and owner of Patagonia, the California-based outdoor equipment manufacturer, for his meritorious achievements in environmental protection.

The laudatory speech: “The prime jury motivation involved Chouinard’s unflagging dedication to the cause of environmental protection. The preservation of nature is an indispensable prerequisite for outdoor sports, and to that extent ultimately serves as a lifeline for the outdoor industry as well. Chouinard’s lifelong commitment to an intact planet however was not in pursuit of concrete business interests, but rather dedicated to a lofty ideal: a healthy planet as a precondition for all future generations.

Chouinard’s environmental commitment over the last four decades has meant more than just supporting different environmental projects; it stands for a holistic approach which Chouinard has placed at the core of his entrepreneurial activity: Patagonia’s commitment to nature ranges from refusing any materials that come from non-ecological growing or production methods, to paid leave for employees so that they can participate in environmental projects. For the last 20 years, Chouinard has donated one percent of his annual revenue to various environmental initiatives. And by establishing the “1% for the Planet Club,” he has encouraged other companies to do the same.

The pioneering work of the American has inspired other leading representatives of the outdoor sector to follow Patagonia’s example and launch a concerted campaign within the industry:  

At this year’s OutDoor Trade Fair in Friedrichshafen, the European Outdoor Group has established the “Association for Conservation”, dedicated to financially supporting environmental organizations. The establishment of the Association for Conservation is proof of how Chouinard’s thinking has inspired an entire industry to put its power at the service of nature.” (laudatio written by Markus Huber, SAZ)

Patagonia, with sales last year of $260M, is noted internationally for its commitment to product quality and environmental activism.  Its Environmental Grants Program has contributed over $20M to grassroots environmental activists since the program began in 1985, and its Environmental Internship Program allows employees to work for environmental groups while receiving their full paycheck.  Incorporating environmental responsibility into product development, the company has, since 1996, used only organically-grown cotton in its clothing line, and its most recent launch of synthetic fiber-to-fiber recycling – taking back its worn-out clothing and reincarnating it as new products.

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