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Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Naomi Klein • 8 highlights

We designed our own versions, called Stoppers and Hexentrics, and sold them in small quantities until the appearance of the first Chouinard Equipment catalog in 1972.

Naomi Klein • Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Let My People Go Surfing: The Education of a Reluctant Businessman

Yvon Chouinard • 10 highlights

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Cover of Let My People Go Surfing: The Education of a Reluctant Businessman

the Peregrine Fund,

Naomi Klein • Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Patagonia founder Yvon Chouinard discusses in his book, Let My People Go Surfing: The Education of a Reluctant Businessman.

Bill Kenney • Conquer Your Rebrand

Chouinard and his business partner, Tom Frost, made what would become a legendary decision to shift away from pitons. It foreshadowed many other decisions Chouinard would make over the next fifty years, each with a similar pattern: Come to grips with damage you’re doing, set bright lines about how you’ll shift your business to reduce that damage, t... See more

Doug Sundheim • How Patagonia Became The Most Reputable Brand In The United States

The first Chouinard carabiners were entirely machined on a Sears & Roebuck drill press.

Naomi Klein • Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys

Joe Coulombe

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Cover of Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys

At the base of a mountain wall, where you spread out your gear to organize for a climb, it was easy to spot the tools made by Chouinard Equipment. Ours stood out because they had the cleanest lines. They were also the lightest, strongest, and most versatile tools in use. Where other designers would work to improve a tool’s performance by adding on,