Thanks for clarifying. I'm not sure if there was a specific incident where he changed, but he does seem well aware any company with millions in revenue isn't w

Thanks for clarifying. I'm not sure if there was a specific incident where he changed, but he does seem well aware any company with millions in revenue isn't without blame. He also recognizes that preserving the environment is in the best interest of Patagonia. In the book he contrasts the culture of US climbers with European ones back then; Europeans focused on conquering nature (climbing tall mountains), while the US had advocates like John Muir, Ansel Adams, and Robert Frost focusing on being in nature. It does seem like his awareness of the long-term damage has been long-standing. Patagonia started with importing rugby shirts because of their durability, environmental tithing started in the 80s, and the push for more sustainable materials in the 90s (with the realization it takes heavy involvement in the supply chain to carry out and enforce). Along the way he talks about repurposing old buildings instead (and adopting their quirks) of building new and actively encouraging repairs instead of replacing garments.