sed this activity very regularly with friends in South California. Considering that the hooks which he used were not rather solid, he learns by himself the job of smith, and begins making his own hooks, an essential tool for his favourite activity. He begins to make his living by selling his material.

His small activity grows up, and with a partner he proposes then more and more successful materials, made with quality machines and no more by hand. Chouinard Equipment then became in the 70s the first supplier of climbing equipment in the United States. Affected by the ecological cause, the founders make the decision not to sell any more hooks, in spite of the success of this main product, because it damaged rocks during the climbing. Chouinard Equipment proposes then a similar tool but less dangerous for the mountain. At the same time, the brand begins to sell clothes and accessories such as bags and mittens for the climbing.

These collections know a great success. The brand decides to change name. Patagonia was born in 1973.

It was a word easy to pronounce in all the languages and which evokes traveling and natural landscapes. The outfits proposed to the climbers are then inspired by rugby jerseys or by fishermen’s outfits : fabrics which adapt themselves well to the mountain’s sports. Over the years Patagonia improves in the technicality of fabrics.

In the 80s the brand proposes warm clothes but which do not sweat too much and which quickly dry. Big budgets were assigned to the research and to the design, to offer to the customers more and more performing clothes. The same decade, the brand proposes bright colors, very innovative for that time : in the 60s and 70s the fashion was rather in the sober colors for sport’s outfits and outside activities, and more globally in men fashion.

For the years 70-80 also, Patagonia is committed in eco-responsible initiatives. In 1996, organic cotton has replaced cotton in 100% of the sportswear cotton collection. Today the brand continues to work on more and more fabrics respectful of the planet. Patagonia is not any more a brand of climbing equipment, like Chouinard Equipment was, but her teams are always interested in mountain climbing and surfing, which they like to practise during their spare time. The company also kept its sportsmanship and innovation.