Yvon Chouinard, a Californian blacksmith with a passion for climbing, started his own company in the 60s producing small climbing tools and then clothes for the outdoor. Patagonia is characterized by environmental ethics and attention to workers cultural values, but at the same time it’s driven by a focus on the latest technologies in technical apparel. The unmistakable rugged designs are apt to both outdoor use and to casual, easy pairings with garments for everyday life.