Yvon Chouinard

Patagonia has repaired its customers' clothing for decades, and under Chouinard's ownership it turned that into Worn Wear: a large repair facility in Reno, Nevada, a mobile repair tour and a programme that takes back used gear for trade-in credit and resells it. The practical lesson is that repair works best when it is built into how products are designed and guaranteed. Since 2022 the company has been owned by a trust and a non-profit set up by Chouinard and his family.