Before the concept of Patagonia was born, founder Yvon Chouinard made gear for himself and his fellow rock climbers. Teaching himself blacksmithing, he took his company – Chouinard Equipment – from a money-saving hobby to one of the leading US retailers of climbing kit. Rejecting the typical attire of US climbers at the time – beige chino shorts and a white shirt – Yvon donned a colourful rugby top for his mountaintop adventures, which quickly became a sought-after piece among his friends. Seeing a gap in the market for fashion-forward outdoorswear, Chouinard created Patagonia in 1973. During the 80s, while rival brands were selling products solely in tan, green or powder blue, Patagonia shunned convention and injected vivid colour into the active gear game – moving ’away from bland, looking to blasphemous’ and crossing over into the mainstream fashion world in the process.