The rise of Patagonia: How rock climber and activist Yvon Chouinard created one of the world's biggest outdoor brands from the trunk of his car
In 1973, the company opened its first store, Great Pacific Iron Works in Ventura, California. Today it serves as the company headquarters.Throughout the next decade, Patagonia worked on developing new forms of apparel — including specialty outerwear and long underwear — designed to keep climbers warm and dry.The company experimented with different types of fabrics and materials. It also began using its signature bright, bold colors for its clothing.
By the late 80s and early 90s, the company established a culture known for its community spirit and love of outdoor sports.
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