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.