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riding a wave

Another sign of the times.

Yvon Chouinard, founder of Patagonia, on the company’s move into water sports:

Even more important to Patagonia’s success is the thinking behind its contrarian move, as articulated by its founder, Yvon Chouinard: “We’re getting into the surf market because it’s never going to snow again and the waves are going to get bigger and bigger,” he told Fortune magazine.

Via Fast Company.

3 Comments
  1. By that logic, the hot new surfing destination will be Sacramento.

    May 30, 2007

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  1. Niku Banaie (Naked) offers Twenty-Five Signals for Change at the PSFK Conference London on PSFK
  2. IF!

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