Patagonia’s entire voting stock, which was once held by the Chouinard family and only represents around 2% of overall shares, was placed in a newly established entity known as the Patagonia ...

The Patagonia Purpose Trust, which is led by the Chouinard family, will remain the company’s controlling shareholder but will only own 2 per cent of its total stock.

Patagonia’s revenue hit $800 million in 2017 and Chouinard is thought to be worth $1.2 billion. He married his wife, Malinda, in 1971, and they have two children, Claire and Fletcher.

Patagonia ran an ad in the New York YORK2 0.0% Times NYT +0.2% telling readers, “Don’t Buy This Jacket.” Many thought it was a clever marketing stunt, but it was not.

Patagonia's owner doesn't own a cellphone or computer, The New York Times reported. Yvon Chouinard lived out of his car and ate cat food as a professional rock climber in the 1960s.

So, a waterproof jacket from Patagonia may be expensive, but it should be as durable as they come. Let’s take a closer look at the details behind why Patagonia gear is so expensive.

Patagonia ’s billionaire boss has given the company to a charitable trust to help fight climate change. Under the new structure, any profit that’s not reinvested into the company will go towards ...