How A Vest Turned Patagonia Into A Billion-Dollar Brand

The Patagonia Better Sweater Fleece Vest is by far one of the brand’s most popular products. It’s also one of its most divisive. Over the last five years, the vest became a must-have accessory for Wall Street workers in Manhattan’s financial district to tech bros in Silicon Valley.
The company says at its height, it was fielding 60 requests for co branded vests, a day. But Patagonia, a private company that values environmental and political activism, never sought out to become the go-to status symbol for some of the biggest and richest corporations in the world.
The combination of hefty price tags and a professional-class of super fans earned it the nickname "Patagucci" prompting it to reevaluate which companies it allowed to put a moniker on the vest as a way to ensure their partners align with their progressive culture. Patagonia even discouraged consumers from partaking in Black Friday sales and snuck political messages into the tags of its clothing. Here’s how Patagonia’s anti consumption philosophy helped it build a billion dollar outdoor brand.
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How a $99 Vest Turned Patagonia into a Billion-Dollar Brand

[@Joshthepurple]

I'm a working class lad from rural England and I wear Patagonia. If you're put off by tech and finance bros also wearing Patagonia, you need to revaluate why you like the brand in the first place. I buy and wear Patagonia because of the values of the brand and the progressive measures the company takes. I have nothing in common with Wall St types but I'm happy for them to give their money to a company that's going to do some good with it while making a genuine attempt to mitigate the environmental impact of consumerism.

[@smallslimboy]

I second this. I’m a welder from a small village in Scotland and I wear Patagonia. I link the brand to hikers and surfers, who cares about some random Wall St guys?

[@TimTheMusicMan]

kzbin.info/www/bejne/iHbahIZpl5iCjqs

[@TimTheMusicMan]

fake company

[@Jay_Mac1775]

@@TimTheMusicMan fake news

[@praba991ify]

No one cares why wear Patagonia.

[@therealdavidleong]

Correction: "The uniform of finance Chads and Brads everywhere"

[@imbetterthanyouhahaha5202]

TRUEEEE 😭✋

[@I-TRACK-DAILY]

I’m dead

[@therealdavidleong]

@@I-TRACK-DAILY rip

[@toddp950]

@@therealdavidleong Chads huh, not a lot of people know it, but Patagonia has been creating combat uniforms for the special operations community who have been stomping our enemies since the GWOT started!!! Thank you patagonia!!! Forever loyal brand guy!!!!

[@Blakely901]

I highly recommend Patagonia. Sent in a bucket/Sun hat I wore for 6 years after it tore pretty badly. They patched it up and sent it right back to me, they’re awesome!

[@JustinHwang]

did you contact HQ before you sent it in?

[@Blakely901]

@@JustinHwang Nah man. Truthfully, I sent it back to them to be recycled and put a little note in the package that asked can they could repair it, if at all possible. Got some random package in the mail one day and to my surprise, they patched it up for me like new! Has always been and still is my favorite hat lol. I would just google something on Patagonia's recycling program.

[@yourremarkablyaveragepal781]

@@Blakely901 That's so cool

[@JustinHwang]

@@Blakely901 that's awesome haha. Good looks!

[@TimTheMusicMan]

kzbin.info/www/bejne/iHbahIZpl5iCjqs

[@tonantzin1445]

Patagucci used to scream granola, now it screams tech bro

[@garrett5386]

or finance bro

[@Collegekid123011]

In Silicon Valley your company is doing well if u get a Patagonia branded Jacket

[@drock8186]

Really “professional bro” cause it’s so popular in the medical field amongst resident physicians

[@gellotion]

It used to scream quality. Till you actually buy a few pieces and wear them for a bit. Then you understand it screams "I paid too much, and for no good reason 😒"

[@KeepAmericaChristian]

I hate that patagonia used to be a rock climbing brand and then because just another mainstream brand I liked being able to tell who rock climbs and who doesn’t lol

[@nicole9540t]

I live near downtown SF and can confirm that you can't go 20 feet without seeing someone wearing patagonia

[@ag-bk5wf]

It's a popular brand like saying 20 ft without Levi's, coach, etc.

[@sweettexast2894]

Oh are the druggies and Homeless wearing them now?

[@crislevy4135]

Agreed. I live in nob hill

[@ekxoskletr]

I was skeptical when I started the video, but this was exactly what I've been looking for. I'm tried of fast fashion and want a durable, sustainable alternative

[@teomankarasimsek1756]

so buy some no-brand alternative. patagonia is mcdonalds nike and philip morris.

[@LOUDMOUTHFLAVORS]

So wear a burlap sack then.lol

[@Slowhand871]

@@teomankarasimsek1756 not even close

[@ChicoTunda]

@@teomankarasimsek1756 You just watched a video that states otherwise. The no-brand alternatives literally are fast fashion. What an inane comment

[@myhandlewastakenandIgaveup]

I buy brands like patagonia bc I am on the way to full on minimalism and would much rather spend more once than slightly less every 3 years.

[@chrisguevara]

Don Draper would be jealous of the "Don't buy this jacket ad".

[@suzanneblaylock9598]

Brilliant comment. Don Draper.

[@ptgn123]

It isn't the vest. It is the company, Yvon Chouinard, and their environmental stance that made them a billion dollar company

[@ob9609]

My favorite part about Patagonia is how they supply a massive amount of cold weather clothing to the military without telling any of their yuppy customers. Almost all of the cold weather gear issued to me in the Army was Patagonia. That’s their real cash cow.

[@gellotion]

What items exactly? Capeline? Polyester fleece?

[@DuyNguyen-lo2mm]

My only issue is they work to well you end up sweating real fast.

[@phxrsx]

They can't advertise that because of their customer base.

[@sullivanbiddle9979]

yes, because their customer base is a basically chardonnay antifa@@phxrsx

[@EnhancedNightmare]

I'm their customer and the army using them is a good thing, makes me respect them more. If they advertise or not doesn't really matter, its up to their marketing strategy. I don't find this omission a lie, they never deny it no?

[@colechapman6976]

I like Patagonia because it has a great ethos about it. It's the Subaru of clothing companies. In an industry where you have Shein and other fast fashion giants polluting and wasting the world with cheap and crappy clothing, it's nice to see a company that creates good clothing that lasts. It's also good to see a company stand by its products and even have a worn wear website for used clothing so people can buy older clothing from others. Their repair service is also really great. They are expensive, but I think they are worth it and perform very well.

[@theregoesbritt3588]

I appreciate the Patagonia brand because they are fair trade. No slaves were used in the making of their clothes. 🙌🏻

[@joeybaseball7352]

Just wait till they sell the company to a private equity firm.

[@konradvonschnitzeldorf6506]

@@joeybaseball7352 they said they don't even wanna expand anymore, so I doubt it

[@DuyNguyen-lo2mm]

yeah but you become working slave owning a few of their clothes :D

[@joeybaseball7352]

@@konradvonschnitzeldorf6506 the key word is wait

[@wheres_galdo]

I appreciate y’all reaching out!

[@joeybaseball7352]

Explain

[@codycottle9974]

Completely unrelated but love the Real Friends shirt 😂🤘🏼

[@Rigly123]

Oh yes, the white finance guy vest. Lol

[@Kuwkay]

🤣

[@siphokazileratomalinga2969]

In South Africa,it's a brand called K-Way worn. Working from home this past winter meant one was shielded from their bomber jackets 🙏😂

[@user-vi4xy1jw7e]

@Tiny Boy why do you keep typing that

[@suzanneblaylock9598]

@Tiny Boy Merry Christmas and a happy happy New year to you and your wonderful family ! Heading out to buy a Patagonia jacket. Peace !

[@davidallen346]

The yuppie fleece vest

[@ashtonasmr3157]

Love patagonia, their items are high quality and cozy. They make great Christmas presents for the fam. 🎁😍🎄

[@fleekdasheek9176]

Hope I can find some on sale on black friday

[@nicholasbedard3386]

I just got a sweater for Christmas

[@iVince905]

This is a backpackers uniform when you travel to Europe lol

[@chiragpatel849]

lololol ur so right

[@Eddiewinkicks]

Thank you guys for the feature!

[@arifhussain926]

Can I get a sample of this product + PS5?

[@AlanT821]

I was just about to tag lol

[@Slowhand871]

Call it what you want but as a guy who has worked everyday outside for 35 years in the Northwest Patigonia make the best rain gear I have used with good environmental standards My request is ditch the fleece and go with wool to eliminate micro plastics in the water (from washing).

[@highentropy2468]

I really hope Patagonia doesn't experience the same fall from grace as TNF. TNF sold out big time to become a fashion/high street brand.

[@johnherrera2132]

Too late....

[@gellotion]

What?

[@johnherrera2132]

@@gellotion TNF is already there, Patagonia will soon follow...No judgement, but it had to be the those hipsters ruining great brands..

[@logotoy]

@@gellotion The North Face

[@gellotion]

@@logotoy 🤣 I was responding to the entire comment. I'm aware of what "TNF" refers to, but thanks 👍😁

[@TheBenjaminBrowning]

I’ve been buying Patagonia products mostly 2nd hand recently. I’m done with fast fashion! Growing older, I’m far more conscious about sustainability and environmental efforts. Patagonia have been doing this since the 70’s and are masters of marketing a sustainable lifestyle that looks really appealing and fun. Patagonia will be taking my money from now on.

[@sbml5243]

As someone who works in medicine/healthcare. This is THE resident jacket. All of them wear Patagonia jackets lol. I didn’t even know it was associated with tech bros but that completely makes sense as well.

[@diegosuazo2111]

Watching this from the Patagonia it makes me feel: Interesting

[@ag-bk5wf]

For when your body is cold but your arms are hot.

[@awizardmummyandmartian3238]

I'm glad someone else sees it.

[@jimzocco6365]

For sure, so silly.

[@texasrangers4]

this never happens to me

[@maromorostar6621]

Ikr 🙄

[@alisonm3700]

What I've learned from this series and companies is create, it will sell if you're solving a problem

[@realmms]

They have excellent customer service, they fixed my 7 year old coat’s zipper :) Edit: the coat was purchased because I live in part of the world where -20 is a thing and if I am going pay up it better be durable, long lasting and stand up company. So much so I invested in a second coat :)

[@joeybaseball7352]

That great customer service will go away as soon as they sell out to a "private equity firm." Anytime you hear the words "private equity firm" just know that is when everything goes downhill.

[@ThatGuy-oc4mv]

*sees an outdoor apparel brand made for the harshest of conditions* *chad sitting behind his desk*: “it’s fair game!”

[@Andre-jp4yt]

0:30 Some Dude: Dude, do you even Patagonia bro? The other Dude: yeah bro, Patagonia all the way!!

[@Jay_Mac1775]

This company really stands behind its products, someone I know saw an old guy walk into REI with a model that wasn’t even made anymore and they let him pick a new one of the rack for nothing. I really might get a plain better sweater for my fall and winter days in central Cali

[@sunwu101]

Living here 3 blocks from Patagonia HQ, the stuff is everywhere in town, as expected. Love the deals I get from friends who there.

[@idrissamorehouse5776]

I rarely go crazy on outdoor gear but i did let myself buy a $250 sweat shirt by Patagonia and it was worth it due to the advanced usage of special performance fabrics - this news piece didnt really give just due to how they constantly innovate with technical details and innovations in textiles which im pretty sure is a huge part of their success -just like Nike -in their market they are always ahead and setting the bar higher -Mad Respect!

[@DanaYi13]

Ooooo a video I didn't know I needed, great job CNBC Make It!

[@robertpalmer3166]

I have a climbing pack from the Chouinard Equipment days. About thirty years old. It has been tossed off climbing routes, overstuffed, and generally abused. Except for a little fading, it is still in near perfect condition.

[@henriquezben]

The first time I heard the word Patagucci was in 2012 in Montana. In that context people used it to point out how expensive it was. The word was not coined to describe tech bros wearing the vests. It has been around longer than that.

[@alexs3187]

You see this a lot in Park City, where nobody has any originality, and everyone is trying to “fit in.”

[@Rootportz]

You jealous

[@awizardmummyandmartian3238]

I don't understand vest. your chest is warm but your arms are cold?

[@namastefoo2443]

Lol

[@yimmytjahjono6262]

My thoughts exactly wkwkwk...

[@Hello-zz8nv]

Maybe u just want more mobility in ur arms cuz some jackets can make me feel suler stuffy

[@laurah6381]

It protects your vital organs

[@gruweldaad]

Es un look.

[@XxhimynameiscynxX]

Love this brand ❤ have so many vintage pieces

[@alp.9672]

You’re pretty.

[@coreyadams1982]

The US Special Forces love Patagonia too.

[@fleekdasheek9176]

Chad wear

[@aljack1979]

UK SF wear RAB, previously it was The North Face.

[@TheSmokey1523]

When I was in high school twenty years ago, Patagonia jackets, with nylon outside and fleece linings, were status symbols, some richer kids had ten or twenty jackets and they were over a hundred dollars even back then. I should see if any of my old jackets are at mom’s house.

[@nicole9540t]

I'm from the bay area and I agree. But my generation had ugg and lululemon as status symbols

[@siphokazileratomalinga2969]

That's a lot of money. Shoo. Seems like a brand for the rich then vs environmentally conscious people

[@suyashjaiswal2782]

@Tiny Boy where are you from in india ?

[@familypass1965]

I’ve never heard of this company before but they sound great

[@joeyp8197]

I grew up in Santa Cruz in the 90's Patagonia was the norm for adults

[@sofiemiltoft9580]

This is so funny me to having grown up with an outdoorsy camping family and a dad who is obsessed with Patagonia. We have probably at least 12 puffer jackets and I don’t know how many fleece pieces between the four of us. My dad just brought home another jacket today. And the thing is these pieces last forever so you don’t need to buy them all the time.

[@drs-Rigo-Reus]

Good stuff, immediately visible. As is Paramo, another favorite of mine.

[@fastxsam]

The go to fashion for new investment bankers. First it was north face puffy vests and now this. I admit I do love my Patagonia sweatshirt more than my other ones.

[@LivingSwedish]

It's all about the branding... and the WHY 💥

[@hydrolifetech7911]

@Tiny Boy dude, what's going on? What's with these questions you keep posting under all comments?

[@ossoffwarnockjan.5th413]

It's the uniform of "limousine liberals". I hang with a lot of finance kids and they all wear it. They're socially liberal, but rather oblivious. Cool guys, but their activism basically begins and ends by throwing money at an issue.

[@kyoshokev]

Never heard of them but I recognise the logo and jacket. That's a great brand/logo

[@infini.tesimo]

When I was younger I associated this brand with fishermen, nowadays I see snobs and hippies wearing it. Carhartt, on the other hand, represents hard work and I see that in hip-hop culture to make it big.

[@s.flanders]

Lol, you know a brand has been successful when they manage to manipulate you into thinking they stand for something, other than generating profits for their shareholders. If you think wearing Carhartt means you're a hard worker, you've been successfully influenced by Carhartt's marketing people.

[@infini.tesimo]

@@s.flanders what marketing team? Go look at look at the hip hop scene. Where'd you get off on that idea?

[@s.flanders]

@@infini.tesimo The fact that you're not even aware of the ways in which you (and the others who wear Carhartt) have been influenced to think that Carhartt represents hard work means their marketing team is doing a very good job. If people you admire are wearing Carhartt, there's a good chance some of them are getting paid for it.

[@infini.tesimo]

@@s.flanders so you're saying that you have not bought because you like a brand's message or style? I'm not sure what angle you're trying to play at like you are woke but it's not working because you would be lying to me to say you don't buy like that either.

[@s.flanders]

@@infini.tesimo "Style" is fundamentally different from "message." I'm sure I've chosen certain brands in the past because of expectations I had simply because that's what their marketing teams worked hard to create. Plus, almost no one is immune to the subtle effects of effective advertising. But in general, I aim to choose products based on quality, value, and (depending on the type of product) aesthetics. Evaluating all of those qualities objectively is tough, but brands that try to appeal to you with their message may not be focusing their resources on those other qualities, so I've learned to look out for it. The fact that you think Carhartt stands for hard work is almost certainly a result of Carhartt's efforts. They surely know that it's effective for their products to be seen on people who are perceived as hard workers, because many potential customers aspire to have that image. But buying a product says almost nothing about how hard a worker your are.

[@sydneybaldwin3514]

I love Patagonia and what they stand for

[@geethunder1]

Yeah same here!

[@Ahfuric]

Bruh I've been searching for one of those rugby for months. Rowing blazers made one but they are selling it for like 150

[@cvhashim]

Oh look Chad Patagonia...jk

[@lolamaven3971]

Such a cool brand with a great ethos

[@dawsonprewitt8408]

as an avid backpacker, climber, mountain biker, and surfer, I love patagonia and wish people would continue to buy thier gear, but please use it for its designed purpose and get out in nature and support land conservation!

[@mc-ge2bt]

Odd since the Patagonia I’ve ever owned was gifted from jobs I’ve had.

[@gregoryvierra6114]

Huh?

[@mc-ge2bt]

@@gregoryvierra6114 I’m one of those people that works for companies that give their employees branded Patagonia vests or sweaters. I didn’t know what Patagonia was until then.

[@Mike_M_Smith]

mc0325 I refuse to do free marketing for my company when I'm off the clock.

[@mc-ge2bt]

@@Mike_M_Smith I wear it in the office when it’s chilly. Most of us keep the sweaters in the office for the same reason.

[@Mike_M_Smith]

mc0325 my modern building also has a problem maintaining a stable temperature. I have a coat for that plus gloves. I work at the largest CPA firm in the world ;)

[@lvill3633]

Just saw this in Silicon Valley, looks good 😌

[@LifeofKairo]

What a timely upload - I just watched Noah Kagan talk about Patagonia's clever Black Friday campaign.

[@sidneyboo9704]

Reverse Psychology at its finest. You make something that lasts and telling people DONT buy. Uhh yeah we're gonna totally buy! And to that newsanchor lady who said "Sounds like they are going to lose out on a lot of business". Patagonia doesn't care. Their brand philosophy is what makes it so special vs something like North Face. I for one if I am buying new, I always look for Patagonia.

[@henryjimenez204]

It worked on me lol

[@dycinnagy]

Love for Patagonia!

[@timothywillis8883]

Patagonia is great! I have been wearing their vests for years with little wear and tear shown on them. Excellent products!

[@tiffanyhwang1738]

Watching this video with my Patagonia jacket on

[@ronycamacho7132]

So common on Wall Street. It’s a nice vest but it’s not something to go crazy over.

[@dabboijames3286]

Just bought a dumby nice Patagonia jacket to go snow boarding extra happy i went with gonia after watching this video 🤙

[@MunworthCrowell]

i own the same duck mobile as vincent stanley has in his office. highly recommend

[@plutoplatters]

Black Friday's Matter !!!

[@bao9]

Shout out to Ray Miah & Eddie Win 👍🏽

[@CaseyBurnsInvesting]

Patagonia is the best way to tell people you’re better than them.

[@Je.rone_]

So basically if i put it on im lying 🥺

[@tonantzin1445]

@@Je.rone_ 😂😭

[@frotocsr]

That would be arcteryx but pata is cool too

[@gregoryvierra6114]

This guy making judgements all while trying to promote his own YT channel. You may want to chill with your comments.

[@ravac5]

Patagonia & Lululemon ahaha

[@HannesGeng]

So basically a company with one of their goals to avoid overconsumption is making billions of overconsumption

[@sternritter9788]

To be fair, they are still a business at the end of the day. But unlike most another corporations, Patagonia do practice numerous sustainability efforts and are very transparent about it, including their Worn-wear program, Giveback program, and many other efforts to promote sustainable sourcing and production.

[@aperture0]

@@sternritter9788 Fashion industry is even worse than oil and gas. They have one goal and you know what it is.

[@samhaokip9126]

How come the bezels on their MacBook is so much slimmer than normal?

[@nw9592]

I Love my better Sweater😍

[@33Jenesis]

I have one down sweater vest from Patagonia (on sale for about $20). People who want to wear the same casual comfy things day in day out can invest in Patagonia because the quality and timelessness. However, I like variety and different styles so I am not going to spend money on items that is one style and won’t wear out.

[@finnjeffrey572]

Just bought one ✌🏻

[@LOUDMOUTHFLAVORS]

So basically they are so against consumerism, that they became what they hated. Lol

[@jasons6021]

Nothing says environmentally friendly like "Made in China" stuff.

[@LOUDMOUTHFLAVORS]

😆 🤣 😂 thank you for saying it.

[@tiffanybaby13]

Patagonia is like North Face but warmer and more stylish. I associate North Face with suburban high schoolers and Patagonia with adults who like quality and mininalism

[@aljack1979]

I bought a Patagonia down sweater and a vest because they are very warm and light and seem good quality. Expensive but other brands at this level are too. I certainly didn't purchase it for the name.

[@user-ei7ed6zy9k]

“Millennials and Gen Z are more likely to buy from brands that align with that message” Millennials and Gen Z gave a crap about guns for a few months in 2018, campaigned about climate change for a few months in 2019, and campaigned about racial injustice for a few months in 2020. Almost like they followed trends provided to them by social media algorithms

[@plutoplatters]

I hear they are selling Patagonia Winchester knives at 7-11 's

[@kylecomstock2426]

Interesting piece, I’ve never bought anything Patagonia and never will. They have gone the way of North Face.

[@District.24]

I'm an Arc'Teryx guy myself, but today I purchased my first piece of Patagonia clothing. If the product is good, I will support the company with future purchases.

[@JadeTrading]

My boyfriend wears Patagonia often

[@joymae]

Tech turned Patagonia into Patagucci

[@codyrenner3010]

Lol been wearing it since before it was cool😂

[@chansaicommerce1721]

AMAZING ++++++++++++

[@plutoplatters]

4:08 wonder if he drives a Prius and went to Berkeley ??

[@jonathanbrotto7278]

Wall Street uniform!

[@Lucas-lq6yk]

Overall I think Patagonia products are good, but overpriced and never on sale.

[@mariav3979]

My mom has had her Patagonia jacket for over thirty years and she wears it daily. It seems expensive at first cause it certainly is but it just wears and wears and wears to the point it’s beyond worth it.

[@gellotion]

@@mariav3979 you can do the same with LL Bean. Same quality, same lack of styling, same fully guaranteed for life policy, all for less money.

[@mariav3979]

@@gellotion I have some LL Bean stuff! but when I was buying the Patagonia it was on sale and cheaper than the LLBean equivalents so I just got that instead

[@jadenyuki3138]

I thrift vintage patagonia. I got a lot of it.

[@abs2fast2furios]

Patagucci😎

[@kellybacelis9449]

How do I cite this video on my Patagonia research paper? lol Help.

[@islaco1816]

Brand is the story

[@DannyDay9626]

People who wear Patagonia can’t fight

[@1983khd]

I do like Patagonia but charging people $150 for a vest does absolutely nothing for the environment. At the end of the day making money is every business model except if you're Paul Newman that donates all the profit from Newman's Own.

[@aperture0]

Exactly! Finally someone who gets it. These clothing brands are even worse for environment than oil and gas.

[@alanv3185]

I searched up "finance bro" and I got this video.

[@agme8045]

I don’t own any Patagonia, but i actually live a couple hours from Patagonia lol

[@pinecone27]

Isn’t that just a gilet?

[@ReineDeLaSeine14]

It’s one of those things that is an investment but the people who would benefit most just can’t afford the upfront cost.

[@beckman8582]

I know what to buy for my fathers birthday

[@gabek42069]

Wtf is that pronunciation of Yvon’s last name 😂

[@mackabmainman3069]

Brilliant marketing at black friday. ”Don’t buy this jacket.” Well guess who would?

[@thinline8504]

I admit ... I'm a sheep.. I only wear Patagonia , vineyard vines, and brooks brothers....and have the largest collection of vineyard vines ties hahaha.

[@idid1866]

You go into business to make money...never be fooled!

[@alxisl]

0:18 those are nice pants

[@badboybanton]

Patagonia: Worn by undercover police in the UK