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The history of Patagonia, one of America’s most respected outdoor brands, doesn’t go back as far as of its peers, like L.L. Bean and Eddie Bauer, but in 40 years, the brand has made an outsized print on American culture. The secret behind its success is simple; while many brands try to cultivate a particular image depending on the ebbs and flows of the marketplace, Patagonia has had a consistent identity from day one. As a privately held company with a small group of visionaries at its center, the company continues to soldier on, serving its core customers, regardless of the whims of the moment.

Yvon Chouinard reluctantly built a clothing empire through his love for the environment and a passion for crafting quality goods that enhance humanity’s relationship with it. Patagonia’s biggest legacy may not just be its clothing, but its entire brand philosophy. Though the brand has never done external collaborations, its consistency in focus, brand vision, and great product have given it an appeal in fashion and streetwear circles.

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