Yvon Chouinard

Before Patagonia's clothing, there were pitons forged from scrap metal. In 1957 Chouinard bought second-hand blacksmithing equipment, worked in his parents' backyard and sold climbing gear from his car. That small specialist trade gave him unusually direct contact with customers using the products. Tom Frost later helped develop the equipment business; Patagonia followed in 1973. The progression from a practical tool to a wider range is what earns his place.