Strange Brew: Patagonia + Wal-Mart

Yvon Chouinard helps the retail behemoth reinvent itself as a green brand--for free

I guess this is sort of like Yoda deciding to rehabilitate the Empire instead of teaching Luke to blow it up: A story in the May issue of Forbes magazine details how Yvon Chouinard and Patagonia are helping Wal-Mart reinvent itself as a green business. Wal-Mart is of course better known for low, low prices and corner-cutting, while Chouinard and Patagonia basically invented the idea of the eco-conscious clothing company.

So far, Chouinard has been helping Wal-Mart analyze and control its footprint for only clothing manufacturing, but Wal-Mart hopes to apply a green philosophy to its entire business. And like you, ol' Yvon didn't even believe it when Wal-Mart first approached him. But he started buying it when they flew a private jet to Jackson, WY to pick him up for a presentation at their Bentonville, Ark. headquarters.

"I started to get an idea of what a big deal this was. I always thought the revolution would start at the bottom," he says. "It's starting at the top."

Gotta hand it to Wal-Mart—you don't reach out to Yvon Chouinard unless you're serious about greening up your company. Think the greening of Wal-Mart will stick? Let us know in the comments section below.

—Ted Alvarez

Forbes via Media Bistro

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READERS COMMENTS

Publicity stunt period!
Posted: May 17, 2010 Yeti

Walmart is a great company...it saves us money with excellent products and good service. If they are so bad why are there thousands of people applying for good paying retail jobs at each store. Live better!!!

Maybe if the Country was managed by Walmart, It would not be in the mess we are in. There would be a budget, and goverment would be responsive to wishes of the citizens!
Posted: May 16, 2010 John

Those bottles of concentrated Tide and other laundry detergents (110 loads) truly are the result of Walmart's demand upon manufacturers. Changes of detergent formulas results in allowing more product in a smaller container. This reduces the number of plastic bottles, less freight and lower costs to the consumer.

Though difficult to see past the Empire, there is some good.
Posted: May 16, 2010 ZWhiz

If a company as evil as Wal-Mart is going to make those steps, good for them. If you are going to ruin small town, exploit workers in far off lands and bring substandard products to market. At least do it with less impact on our home. P.S. if you shop at Wal-Mart you are part of the problem. Think local, act global. theepicride.com
Posted: May 14, 2010 Ryan Kephart

could have been an eco friendly jet. dont be so rash to jump to conclusions on either side.
Posted: May 13, 2010 alex

If Walmart introduces even a few environmental ideas the impact is huge with such a large corporation. Don't critique it just because you hate large companies. Even the use of Bio diesel on their truck fleet will save millions of gallons and dollars to pass along in savings and in profits to stake holder (us) what is so bad about that?
Posted: May 13, 2010 Oldtimer

Flying a private jet out to pick up one guy does not sound like a very green way to get started.
Posted: May 13, 2010 Jim H

so how bout patagonia goods in wal mart!
Posted: May 13, 2010 craig

I suppose it's a good place to start but not being green is the least of Wal-Mart's horrendous business practices.

Posted: May 13, 2010 Nick

Ah yes, sending out a private jet...to get one person...that is the very definition of green and responsible!
Posted: May 13, 2010 Adrian

I hope that WalMart does become a better company. They are a giant and if they are trying to be more socially responsible that's great. At the same time, I am skeptical and would be curious to see what reforms they actually implement and how large of a scale. Good for Patagonia for trying, but if I were them I wouldn't tie myself too closely to such an abhorrent company. For now, I will still avoid WalMart.
Posted: May 13, 2010 Heather

I'm very surprised at this team-up, but if Wal-Mart sticks with it and makes it work I might actually start shopping there.
Posted: May 13, 2010 William Leary