The Big Business of #Resist

Patagonia has long been the conscience of the outdoor industry, forsaking hefty profits to do the right thing. Now the company is going to war against the Trump administration over protections for against the Trump administration over protections for public land in a bid to become a serious political player-which happens to be very good for sales.

ABE STREEP

“In the end,” says Patagonia CEO Rose Marcario, “the great brands will be the ones that have VISION TO FACE FACTS SQUARE IN THE EYE and take action—radical action.” On Thursday, February 16 of this year, the outdoor industry transformed. This wasn’t due to a first ascent, a remarkable new piece of gear, or some surprise merger of iconic companies. Rather, what happened that morning was the most mundane of modern American rituals: a conference call. Around 15 minutes into the conversation, a 52-year-old businesswoman from Staten Island, New York, declared war on the ruling party of the United States of America. The call included Utah’s Republican governor, Gary Herbert, the leadership of the Outdoor Industry Association (OIA), and top executives from Patagonia, the North Face, and REI. They had convened to…

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Outside (Digital) - 1 Issue, September 2017

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