Yvon Chouinard to Nab Outstanding Achievement Award at Fashion Awards – WWD
, 2022-12-01 18:12:16,
LONDON — Yvon Chouinard, founder of Patagonia, who transferred his ownership of the company in September to two new entities — the Patagonia Purpose Trust and the Holdfast Collective — will be recognized by the British Fashion Council with the outstanding achievement award at the Fashion Awards on Monday.
Caroline Rush, chief executive officer of the British Fashion Council, organizer of the annual fundraising spectacle and London Fashion Week, said Chouinard is being awarded as he sets “a new precedent for responsible businesses.”
“By building a brand that consistently encourages its consumers to buy well and buy less he has shifted consumer mentality on the life cycle of clothing and created an invaluable blueprint for a fair transition within the apparel industry,” she added.
While a Patagonia vest is considered a staple item among Wall Street elites, the company has prioritized the preservation and restoration of the environment since 1985, when it began to donate 1 percent of sales to environmental groups, handing out more than $150 million in total.
Chouinard, who declines to identify himself as a billionaire and prefers to be known as a mountain climber, activist, surfer, writer and philanthropist, has also cofounded One Percent for the Planet, a movement that attracts more than 5,000 businesses and individual members coming together to protect the Earth.
He said that with 50 years of experience in responsible…
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