The Holdfast Collective aims to fight the environmental crisis, protect biodiversity and nature and support thriving communities

owner, The Chouinard family will now oversee the Patagonia Purpose Trust, which receives the remaining two percent of Patagonia’s non-reinvested sales profits and focuses on protecting the company’s values.The trust will have the ability to maintain control of the company’s organisational structure and its board of directors, which is essential to keeping the purpose of Patagonia alive. The family will continue as members of Patagonia’s board as well as helping to direct the humanitarian work conducted by the Holdfast Collective.

Chouinard’s generosity is not just philanthropic but also political. In donating to philanthropic pursuits, is that others are still the powerful individuals making the decisions, and they have an influential impact on society and therefore on the climate crisis. The Patagonia founder’s bold move to hand over the company to a trust dedicated to combating climate change is extremely noble, and it will be interesting to see how visible the newly formed trust is to the public regarding its campaign strategies and its placement of funding .

By Olivia Dennison