The history of Patagonia, one of America’s most respected outdoor brands, doesn’t go back as far as of its peers, like L.L. Bean and Eddie Bauer, but in 40 years, the brand has made an outsized print on American culture. The secret behind its success is simple; while many brands try to cultivate a particular image depending on the ebbs and flows of the marketplace, Patagonia has had a consistent identity from day one. As a privately held company with a small group of visionaries at its center, the company continues to soldier on, serving its core customers, regardless of the whims of the moment.

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