How one radical act of authenticity became one of the most powerful brand stories of our time. When Patagonia’s founder Yvon Chouinard announced that he was giving away the company to fight climate change, it didn’t just make headlines ... it reshaped what brand storytelling can look like. In this edition of The Story Edit , we unpack why this campaign worked so powerfully. In September 2022, Patagonia founder Yvon Chouinard released a short, understated statement on the comp