Razvan Fotia @razvanfotia.com · May 15

But he kept pushing on values. In 1996, he switched Patagonia to 100% organic cotton. Financially risky. They lost money for two years making it work. He did it anyway. Then on Black Friday, he ran a full-page ad in the New York Times: "Don't Buy This Jacket."

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Razvan Fotia · May 15

In 2017, Forbes named him a billionaire. He said it really, really pissed him off. He drove an old Subaru, wore the same tatty flannel for years, and had no smartphone or computer. The wealth had become a problem he needed to solve.