"What beefsteak is to Argentina, flamenco to Spain, cool reserve and self-control in all situations to an Englishman, what vodka is to a Russian and beer to a Bavarian, what money is to a Swiss, that is outdoor-life to an Australian. It is a noble mania, better than vodka, better than cool reserve, better than money."

Previous Quote

I took a dozen of our top managers to Argentina, to the windswept mountains of the real Patagonia, for a walkabout. In the course of roaming around those wild lands, we asked ourselves why we were in business and what kind of business we wanted Patagonia to be. A billion-dollar company? Okay, but not if it meant we had to make products we couldn't be proud of. And we discussed what we could do to help stem the environmental harm we caused as a company. We talked about the values we had in common, and the shared culture that had brought everyone to Patagonia, Inc., and not another company.

— Yvon Chouinard