Founded in California in 1973 by outdoorist Yvon Chouinard, Patagonia rewrites the rules of making entrepreneurship looking at the construction of an ethical and sustainable business. The brand's aesthetic is minimal, and durable, deisgned, where possible, with (or recyclable) fabrics and always easily repairable. The global aim of Patagonia is creating more and more awareness of working with respect for natural resources, now less and less. The sports to which Patagonia dedicates itself – climbing, skiing, snowboarding, surfing, fly fishing, mountain biking and trail running – are all ‘silent sports’ i.e. practiced without use of motors.