Patagonia, an outdoor clothing brand with an environmental focus, was founded in 1973 by Yvon Chouinard, who since 1964 had been manufacturing pitons (metal anchors used in rock climbing) that would not damage the rock. While insisting on offering the best quality, the brand has contributed to a sustainable society and natural environment by developing eco-friendly materials and returning 1% of its sales back to society. Patagonia has redefined the role of a company and it continues to inspire the outdoor industry and the world. Like Magazine B LULULEMON, Patagonia actively creates culture and community around its products.