The Holdfast Collective

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As mentioned above, Patagonia, Inc. was founded in 1973 by Yvon Chouinard. He remains a key figure in the company to this day. However, the ownership of the company has changed over the years.

Patagonia, Inc. has always been a privately held company and will remain so after the change of ownership. This means that they do not sell their shares to gain equity in exchange for a percentage of ownership.

Under the new ownership structure, The Patagonia Purpose Trust and The Holdfast Collective will own Patagonia, Inc. Here's how it will work;

The Patagonia Purpose Trust: Yvon Chouinard and his family transferred 100% of the company’s voting stock, doctor data representing 2% of the company. They transferred it to The Patagonia Purpose Trust, whose primary purpose is to uphold Patagonia’s mission, beliefs and values.
In addition to members of the family, the trust will also chair key corporate decisions, including the appointment of each member of the board of directors.

The Chouinard family transferred 100% of the company’s non-voting shares, representing 98% of the company. They transferred it to the Holdfast Collective, a nonprofit organization dedicated to combating the environmental crisis.
Patagonia, Inc. will be funding the Holdfast Collective. After reinvesting in the company, the remaining proceeds will go to supporting the Holdfast Collective and their ongoing work.

Day-to-day operations will remain the same. Current leadership, including CEO Ryan Gellert, and his team will continue their work.