Snapshot Patagonia has managed to stay both green and profi table at a time when the economy is down, consumers are tight for cash, and “doing the profitable thing” is not necessarily doing the right thing.

How has Patagonia achieved its success without compromising their ideals?

With recent annual revenues of $314.5 million, Patagonia succeeds by staying true to Chouinard’s vision.

“Th ey’ve become the Rolls-

Royce of their product category,” says Marshal Cohen, chief industry analyst with market research fi rm NPD Group. “When people were stepping back, and the industry became copycat, Chouinard didn’t sell out, lower prices, and dilute the brand. Sometimes, the less you do, the more provocative and true of a leader you are.”