Dirtbag Billionaire: How Yvon Chouinard Built Patagonia, Made a Fortune, and Gave It All Away

戶外登山品牌 Patagonia(巴塔哥尼亞) 創辦人 Yvon Chouinard 傳記：流浪漢億萬富翁伊馮．喬伊納德如何建立巴塔哥尼亞，經營有成後將公司股權交付信託，用於應對氣候變遷和保護土地。

《紐約時報》記者兼暢銷作家大衛．蓋爾斯(David Gelles)揭示了巴塔哥尼亞如何成為一個在「做好事」的同時「賺大錢」的全球領頭羊，讓其他公司效仿他的經營理念。
這是關於企業界最非凡品牌之一的幕後故事，這是一家罕見的、由環境保護主義而非激烈競爭的資本主義所驅動的公司。

巴塔哥尼亞創立於1973年，現已成長為一個廣受歡迎的外套、帽子和抓絨背心製造商，在硬核登山家和華爾街交易員中都擁有狂熱的追隨者，年銷售額超過10億美元。

然而，讓巴塔哥尼亞獨一無二的不僅僅是它的服裝。幾十年來，這家公司一直是社會責任企業的獨特燈塔，它是一家罕見的、可以名正言順地聲稱自己在賺取利潤的同時，也竭盡全力讓世界變得更美好的公司。從早期對員工無微不至的照顧，到為淨化其供應鏈所做的廣泛努力，再到其備受爭議的社會行動主義，巴塔哥尼亞憑藉一個又一個非傳統的決策，將自己與同業區隔，證明了資本主義還有另一種運作方式。

這個故事的核心人物是巴塔哥尼亞的創辦人，傳奇攀岩家伊馮．喬伊納德(Yvon Chouinard)。他是一個始終遊走在主流之外的人，卻創造了戶外運動界最令人印象深刻的履歷之一，同時也將自己塑造成美國商業史上的一個關鍵人物。在他反權威的天性和對保護大自然的堅定承諾指引下，巴塔哥尼亞對其他公司產生了強大的影響力，為社會和環境責任的新時代鋪平了道路。他最初是一個「流浪漢」(dirtbag，這個術語是戶外運動愛好者對那些貧窮、四處遊蕩，且對物質財產毫無興趣、樂於風餐露宿的人的暱稱)，最終卻成為了一位億萬富翁。喬伊納德也證明了慈善事業有另一種可能。在他職業生涯的後期，他將巴塔哥尼亞捐出去，放棄了他的財富，並將公司未來的所有利潤用於對抗氣候危機。

《流浪漢億萬富翁》透過獨家接觸喬伊納德和巴塔哥尼亞團隊，為讀者提供耳目一新的見解，點出那些塑造公司、影響其決策優先順序並在整個企業界激起漣漪的關鍵時刻。

New York Times reporter and bestselling author David Gelles reveals how Patagonia became a global leader in doing well by doing good and how other companies are adopting its principles.

This is the inside story of one of the most extraordinary brands in the corporate world, the rare company that is driven by environmental activism instead of cutthroat capitalism. Founded in 1973, Patagonia has grown into a wildly popular producer of jackets, hats, and fleece vests, with a cultlike following among hardcore alpinists and Wall Street traders alike, posting sales of more than $1 billion a year.

But it’s not just the clothes that make Patagonia unique. For decades, the company has distinguished itself as a singular beacon for socially responsible business, the rare company that can legitimately claim to be doing its damnedest to make the world a better place, while also making a profit. From its early efforts to take exemplary care of its employees, to its extensive work trying to clean up its supply chain, to its controversial activism, Patagonia has set itself apart from its peers with one unorthodox decision after another, proving that there is another way to do capitalism.

At the heart of the story is Patagonia’s founder, the legendary rock climber Yvon Chouinard. A perennial outsider who forged one of the most impressive resumes in the outdoor world, Chouinard also established himself as a pivotal figure in the history of American business. Guided by his anti-authoritarian streak and his unwavering commitment to preserving the natural world, Patagonia came to exert a powerful influence on other companies, paving the way for a new era of social and environmental responsibility. He started out as a dirtbag—a term affectionately bestowed on poor, itinerant outdoorsmen so uninterested in material possessions they are happy to sleep in the dirt—and he became a billionaire.

Chouinard also proved that there was another way to be a philanthropist. In the twilight of his career, he gave away Patagonia, renouncing his wealth and committing all its future profits to fighting the climate crisis.

Drawing on exclusive access to Chouinard and the Patagonia team, Dirtbag Billionaire offers new insights into the key moments that informed their priorities, shaped the company, and sent ripples across the corporate world.