Designed to keep climbers snug on El Capitan, the Patagonia fleece became the unofficial uniform of venture capitalists and finance bros (earning the nickname Patagucci). But thrill-seeking Patagonia founder Yvon Chouinard never aimed for a high-end market. In fact, he built a $3 billion brand while trying not to be a businessman. Yvon's a self-described existential dirtbag (baby) whose idea of a good time is disappearing into the mountains for weeks while surviving on tins of cat food. Despite his dropout tendencies, Yvon revolutionized outdoor gear, and forged a brand (literally — he has an anvil!) built on anti-consumerism. Find out how a toilet seat cover inspired a fleece revolution, how the most anti-corporate CEO risked it all to fight climate change, and why the Patagonia Fleece is the best idea yet.Be the first to know about Wondery’s newest podcasts, curated recommendations, and more! Sign up now at https://wondery.fm/wonderynewsletterFollow The Best Idea Yet on the Wondery App or wherever you get your podcasts. You can listen to new episodes early and ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. Start your free trial by visiting www.wondery.com/links/the-best-idea-yet/ now. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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