Yvon Chouinard, a noted alpinist and environmentalist, is the
founder and owner of Patagonia, Inc.,
which Fortune has called "the coolest company on the planet." He is also the co-founder with Craig
Mathews of 1% For The Planet and the author of "Let My People Go Surfing."Vincent Stanley, Yvon Chouinard's nephew and one of Patagonia's original employees, is
co-editor of the company's prestigious Footprint Chronicles, which tracks the environmental
impact of Patagonia's products and discusses the company's most pressing social and
"If you have any doubt at all that doing right by the natural world is good for the bottom line, please, stop right now, wherever you are, find a seat, put the smartphone on mute, and read this freaking book. Yvon and Vincent aren't here to bum you out about a planet turning to desert, or to shame you into anything. They affirm that the ingenuity and hard work required to clean up our offices and industries will be the most rewarding (and profitable) work we do."--Brad Wieners, Executive Editor, "Bloomberg BusinessWeek"