“地球现在是我们唯一的股东”，2022年9月15日，美国知名户外服装和装备品牌巴塔哥尼亚（Patagonia）的创始人伊冯·乔伊纳德（Yvon Chouinard）宣布：将放弃巴塔哥尼亚所有权并将其***给信托和非盈利组织，公司的所有利润将用于应对气候危机、保护未开发土地等保护地球的目的。

从今日起，这一拥有50年历史的世界级户外品牌将迈入下一篇章。

在Yvon 身上，最有趣的一点是：他是商人，是世界***户外品牌巴塔哥尼亚创始人，但他却最排斥这一身份。

在过去的岁月，Yvon曾多次公开提及过：“我一直避免把自己定义为一个商人。”所以当他今天宣布“嘿，朋友们，我们刚刚把公司交还给了地球母亲。”时，我们感到震惊和敬佩，但并不觉意外。

很少有一件衣服，当我们穿上它时，便自带价值观的宣扬。Patagonia做到了。也极少有一个品牌创始人，把公司上市看做一场巨型灾难，在有无数选择和各种游戏规则的商业世界里，Yvon从不在意脚下的“六便士”，星河宇宙才是他商业理想的寄托。

"The Earth is now our only shareholder," Yvon Chouinard, founder of Patagonia, a leading American outdoor clothing and gear brand, announced on September 15, 2022: Will relinquish ownership of Patagonia and transfer it to trusts and non-profit organizations, and all profits from the company will be used to protect the planet, such as fighting the climate crisis and protecting undeveloped land.

From today, this world-class outdoor brand with 50 years of history will enter the next chapter.

One of the most interesting things about Yvon is that he is the businessman and founder of Patagonia, one of the world's top outdoor brands, but he is the one who rejects it the most.

Over the years, Yvon has said publicly several times, "I've avoided defining myself as a businessman." So when he announced today, "Hey guys, we just handed the company back to Mother Earth." "We were shocked and admired, but not surprised.

There is rarely a piece of clothing that, when we wear it, carries with it an expression of our values. Patagonia did it. It is also rare for a brand founder to see going public as a catastrophe. In a business world with countless choices and rules of the game, Yvon never cares about the "sixpence" at his feet.

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