In case you didn't know, Yvon Chouinard is the man.
... Because he just won the inaugural award of OutDoor Celebrity of the Year. The jurors said he is renown for his “visionary business strategy and high degree of environmental awareness.� Stating he is “an outstanding figure above all because of his contributions to environmental protection.� Yvon is best known as the founder and owner of Patagonia, an outdoor clothing company, with over $240 million USD in annual sales. Yvon committed his company to only using organic cotton 10 years ago, even when there was no reliable supply. They had to built the infrastructure to obtain the fabrics they needed. He was also the first to convert his line of fleece jackets to using recycled PET bottles as feedstock. ...
Back when I was just coming out of college with a degree I had already pegged as useless to me, one job I thought I wanted a lot was doing anything for Black Diamond. Sometimes I still kind of wish I could work for them...