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The Guardian - UK
The Guardian - UK
World
Rupert Neate Wealth correspondent

Yvon Chouinard – the ‘existential dirtbag’ who founded and gifted Patagonia

Yvon Chouinard Patagonia
Yvon Chouinard
Yvon Chouinard, who said he finds being called a businessman offensive, was riled at being named on Forbes’ list of world’s richest people. Photograph: Photo-Campbell Brewer

The publication of a magazine article in 2017 “really, really pissed off” Yvon Chouinard, the mountain climber turned reluctant businessman and founder of outdoor clothing company Patagonia.

In the article, Forbes crowned Chouinard as a billionaire and added him to its list of the world’s richest people. While many people daydream of achieving a nine-zero fortune, for Chouinard it was a sign he had failed in his life’s mission to make the world a better and fairer place.

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