Chouinard’s “The Responsible Company”

Fortune magazine reviews Patagonia founder Yvon Chouinard’s new book, The Responsible Company, co-authored with Patagonia executive Vincent Stanley. “Most of what we produce to sell each other is crap,” states a very candid Chouinard, and the book goes on to layout his business model for high quality, recyclable, and repairable goods. While some say Chouinard’s comments reflect the freedom he has as owner of a small private company, the truth is that “No economic activity is yet sustainable,” writes Brian Dumaine, senior editor-at-large at Fortune. “But Chouinard is leading the charge to get us there.”