Patagonia Focuses on Surf, Environment
Patagonia Inc., a Ventura, Calif.–based outdoor apparel maker, will open its first surf-specific store in May and underwrite a magazine’s commitment to use recycled paper.
The new 3,000-square-foot store in Cardiff-by-the-Sea, Calif., will be managed by pro surfer Devon Howard, who previously managed Mitch’s Surf Shop in nearby La Jolla, Calif. Patagonia, which last year had sales of $240 million, will sell its own private-label apparel and wetsuits, as well as gear and accessories from other vendors.
The company, which is known for its clothes for climbers, has focused on surf for the last two years.
Patagonia, which uses organic fabrics and is known for its environmental activism, including the use of environmentally friendly building materials in its retail outlets, is sponsoring Surfer magazine in a bid to go green.
Beginning with the June issue, San Clemente, Calif.–based Surfer will print all of its issues on recycled paper, making it the only U.S.-based surf title to do so. Patagonia will sponsor production of the magazine for the remainder of the year.
“We wanted to align [our] goals with Surfer and produce a magazine that contributes positively to surfers and the environment,” said Patagonia’s Surf Ambassador, Chris Malloy.
Rick Irons, Surfer’s publisher, said, “By using recycled paper in each issue, every year we’ll save over 4,400 trees from being cut down and more than 13 garbage trucks of waste from heading to the landfills.” —Erin Barajas
