Patagonia Learns: It Pays to Be Part of the Resistance

Cam Wolf, fashion reporter for GQ.com, discusses the strong stance fashion brand Patagonia took against President Trump after the administration announced that it would roll back the size of two Utah national monuments. We speak about other companies that have tried to make similar statements, but Wolf notes the power of Patagonia, because the company has built a brand that has lived up to fighting for the environment. One percent of company proceeds also go to environmental causes, and a lawsuit against the President is a bold move for any company. We talk about the Patagonia brand and whether its design choices can keep up in today's athleisure culture. We dig deep into how consumers are looking for brands that reach them personally, and how Patagonia's staying true to itself has paid off.

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