By doing the best he can to run a sustainable company, he's able to sleep at night. Patagonia uses only organic cotton for their clothing. They have researched all of their chains of supply (the best that is humanly possible), and they even advise their customers to fix their own clothes rather than buying new ones. To demonstrate that another kind of business is possible, Chouinard wrote a few books (“Let my people go surfing,” “The responsible company,” and “The sustainable economy”) and he pledges 1% of sales to the preservation and restoration of nature. He has managed to spread this initiative, One Percent For The Planet, to other companies as well. “I knew that I would never be happy playing by the normal rules of business. I wanted to distance myself as far as possible from those pasty-faced corpses in suits I saw in airline-magazine ads. If I had to be a businessman, I was going to do it on my own terms.” Yvon Chouinard Patagonia’s success has rapidly increased alongside the development of even more resistant materials with an ever lower environmental impact. Despite its exponential growth, with a turnover of about 600 million dollars in 2014, the philosophy that led Chouinard to found the brand hasn’t changed.