Patagonia is a clothing brand in the outdoor industry that positions itself as anti-consumerist and sustainability-oriented. The company was founded in 1973 by Yvon Chouinard and has its headquarters in Venture, California. The product range extends from jackets to shoes and sports equipment. Since its foundation, the protection of the planet and conscious consumption have played an essential role in the brand's image. Because of these two pillars of the brand identity, the business model is not only based on the sale of sustainably produced clothing, but also on the repair of this clothing to ensure an extended life span of the products.