INTERVIEW - «Wir sehen uns nicht als Teil der Modeindustrie»: Die Patagonia-Präsidentin kritisiert ihre Konkurrenten

Patagonia's President Jenna Johnson dismissed the idea of her company being part of the fashion industry, stating that they are focused on saving the planet. While Patagonia is economically thriving, Johnson acknowledges that the planet is not. The company's slogan is to "save our home planet," but the reality is that they are both successful and failed at the same time.

Johnson explained that Patagonia is successful in reaching more people who realize the impact of responsible business practices on society. However, the environmental crisis is worsening, and the company is considering ways to increase their speed. In recent years, climate issues have taken a back seat as companies prioritize immediate needs and concerns about their own future. Many companies still support their climate initiatives or even expand them, according to a recent UN study.

Johnson noted that economic uncertainties, such as inflation, have affected Patagonia as well. They are facing high food and living costs, which impacts their pricing and the sustainability efforts they are making. Patagonia is a premium brand, and Johnson fears that their customers may not be able to afford their products in the future.

They manufacture their products responsibly and expect to be paid what their products deserve. While their prices might be high for some customers, Patagonia's products are designed to last a lifetime, encouraging customers to keep them for a long time. Additionally, Patagonia invests heavily in the resale of used clothing, making their products more accessible at lower prices.

Johnson has been with Patagonia since 2020, bringing her activism background in animal rights and the environment before joining the company. She is an outdoor enthusiast and enjoys climbing in the mountains, including in Switzerland. When asked about the growth stop Patagonia attempted five years ago, Johnson said that growth is a delicate topic for the company.

They recognize that each product they create consumes more resources than they can give back to the earth. While they measure their greenhouse gas emissions and strive to reduce them significantly, their emissions have increased due to increased sales. Their goal is not primarily growth; however, if they do everything right, they will grow naturally as more people want to be part of the brand.

They aim to secure their employees' jobs without growth by ensuring they earn enough to maintain a decent standard of living. However, they don't want to force growth, as their top priority is to have the right decision-making leading to economic success.