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The seeds for Patagonia were sewn in 1972 after So-Cal rock-climbing rebel Yvon Chouinard started importing rugby shirts over from England to use for climbing. When these started selling like hot-cakes (or Kendal Mint Cake, to stay on the climbing theme) Yvon realised there was a real market for brighter coloured climbing clothes and soon the Patagonia brand was born. Named after the South American region home to the Andes Mountains, Patagonia are renowned for their forward thinking, technical approach to clothing and their dedication to the environment. As they say themselves, "We can't bring ourselves to knowingly make a mediocre product."