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Chouinard teaching an ice climbing class on Mt. Hood, Oregon, in 1979
November 9, 1938 |
|Occupation||Rock Climber, Equipment Manufacturer|
|Known for||Founder of Black Diamond Equipment and Patagonia (clothing)|
Yvon Chouinard (born November 9, 1938) is a rock climber, environmentalist and outdoor industry businessman, noted for his contributions to climbing, climbing equipment and the outdoor gear business. His second company, Patagonia, is known for its environmental focus. According to Fortune magazine, Chouinard is arguably the most successful outdoor industry businessman alive today.
Chouinard is also a surfer, kayaker, falconer and fly fisherman, particularly fond of tenkara fly-fishing. He is a writer, first on climbing issues and ethics, and more lately on mixing environmentalism and sound business practice in the concept of a slow company. He has been on the cover of Fortune, and has been featured on CNBC's Squawk on the Street.
Early life 
Chouinard's father was a French-Canadian handyman, mechanic, plumber. In 1947, he and his family moved from Maine to Southern California. His early climbing partners included Royal Robbins and Tom Frost. A Sierra Club member, in his youth he founded the Southern California Falconry Club, and it was his investigations of falcon aeries that led him to rock climbing. To save money, and make adaptations for the way he was climbing, he decided to make his own climbing tools, teaching himself blacksmithing, and eventually started a business.
In 1971, Chouinard met and married his wife, Malinda Pennoyer, who was an art and home economics student at California State University, Fresno. They have a son (Fletcher) and a daughter (Claire).
Yosemite rock climber to leading alpinist 
Chouinard was one of the leading climbers of the "Golden Age of Yosemite Climbing". He participated in the first ascent of the North America Wall in 1964 (with Royal Robbins, Tom Frost and Chuck Pratt), using no fixed ropes. The next year, his and TM Herbert's ascent of the Muir Wall on El Capitan improved the style of previous first ascents. Chouinard became the most articulate advocate of the importance of style, the basis of modern rock climbing.
In 1961, he visited the Canadian Rockies with Fred Beckey, and made several important first ascents, including the North Face of Mount Edith Cavell, the Beckey-Chouinard Route on South Howser Tower in the Bugaboos, and the North Face of Mount Sir Donald. These climbs opened his eyes to the idea of applying Yosemite big-wall climbing techniques to mountain climbing, and his advocacy was important to modern, high-grade alpinism. Also in 1961, he visited Shawangunk Ridge for the first time, freeclimbing the first pitch of Matinee (the hardest free climb done at Shawangunk Ridge at the time); and introducing chrome-molybdenum steel pitons to the area, which revolutionized climbing protection. In 1968, he climbed Cerro Fitzroy in Patagonia by a new route (The Californian Route, 3rd overall ascent of the mountain) with Dick Dorworth, Chris Jones, Lito Tejada-Flores and Douglas Tompkins.
Chouinard has also traveled and climbed in the European Alps and in Pakistan.
Chouinard Equipment, Ltd. 
In 1957, he bought a second-hand coal-fired forge, and started making hardened steel pitons for use in Yosemite Valley. Between time spent surfing and climbing, he sold pitons out of the back of his car to support himself. The improved pitons were a big factor in the birth of big-wall climbing in 1957-1960 in Yosemite. The success of his pitons caused him to found Chouinard Equipment, Ltd.
In the late 1960s, Chouinard and business partner Tom Frost began studying ice climbing equipment, and re-invented the basic tools (crampons and ice axes) to perform on steeper ice. These new tools and his book Climbing Ice (1978) started the modern sport of ice climbing.
Around 1970, he became aware that the use of steel pitons made by his company was causing significant damage to the cracks of Yosemite. These pitons comprised 70 percent of his income.[dead link] In 1971 and 1972, Chouinard and Frost introduced new aluminum chockstones, called Hexentrics and Stoppers, along with the less successful steel Crack-n-Ups, and committed the company to the advocacy of the new tools and a new style of climbing called "clean climbing". This concept revolutionized rock climbing and led to further success of the company, despite destroying the sales of pitons, formerly his most important product.
In the latter 1960s, Chouinard attempted a number of significant technological and technique changes to ice climbing after trips to the Alps in Europe and Sierra Nevada ice gullies in autumn. He removed the flex from crampons, making them more rigid for front-pointing. He drew the taper of a rock hammer into a point for better ice purchase. He increased the cross section of ice screws while also using lighter materials. He experimented with pick and blade issues with ice axes. Prior to this, much of ice climbing was seen as mere step cutting. He attempted to replace hand ice picks (climbing type) with a small ice axe head called a Climaxe.
In 1989, Chouinard Equipment, Ltd. filed for bankruptcy protection in order to protect it from liability lawsuits. The hard assets of Chouinard Equipment, Ltd. were acquired by its employees through the Chapter 11 process, and the company was reestablished as Black Diamond Equipment, Ltd.
Patagonia and environmentalism 
Chouinard is most noted for the clothing and gear company, Patagonia. In 1970 on a trip to Scotland, he purchased some rugby shirts and sold them with great success. From this small start, the Patagonia company developed a wide selection of rugged technical clothing.
Recognizing that the financial success of the company provided the opportunity to also achieve personal goals, Chouinard committed the company to being an outstanding place to work, and to be an important resource for environmental activism. In 1984, Patagonia opened an on-site cafeteria offering "healthy, mostly vegetarian food," and started providing on-site child care. In 1986, Chouinard committed the company to "tithing" for environmental activism, committing one percent of sales or ten percent of profits, whichever is the greater. The commitment included paying employees working on local environmental projects so they could commit their efforts full-time.
The 1972 Chouinard catalog was influential in ushering-in the "clean climbing" movement in North America. It was more a collection of essays than a catalog, per se. Piton damage all but ceased.
In the early 1990s, an environmental audit of Patagonia revealed the surprising result that cotton was the worst product for the environment. In 1994, Chouinard committed the company to using all pesticide-free cotton, and this demand created the organic cotton industry in California.
- Chouinard, Yvon (1982). Climbing Ice. New York, USA: Random House. ISBN 0-87156-207-3.
- Chouinard, Yvon (2005). Let My People Go Surfing. New York, USA: The Penguin Press. ISBN 1-59420-072-6.
- Chouinard, Yvon; Vincent Stanley (2012). The Responsible Company: What We've Learned from Patagonia's First 40 years. Patagonia Books. ISBN 978-0980122787.
Notable ascents 
- 1961 North Face, Mount Edith Cavell, Canadian Rockies (First ascent with Fred Beckey and Dan Doody).
- 1962 Northeast Face, Disappointment Peak, Teton Range, Wyoming. (IV 5.9 A3) First ascent with Tom Frost.
- 1964 North American Wall, El Capitan, Yosemite Valley - (VI 5.8 A5 3000') - First ascent with Royal Robbins, Tom Frost and Chuck Pratt.
- 1965 Muir Wall, El Capitan, Yosemite Valley - (VI 5.10 A3) - First ascent with TM Herbert, June 1965.
- 1968 Southwest Ridge aka California Route, Cerro Fitzroy, Patagonia First ascent of route with Doug Tompkins, Lito Tejada-Flores, Chris Jones and Dick Dorworth, 3rd ascent of peak.
- 1975 Diamond Couloir (direct finish) Mount Kenya, Kenya. First ascent of direct finish with Michael Covington, January 1975.
Related reading 
- Ottman, Jacquelyn A. (2004). Green marketing: opportunity for innovation. Charleston, South Carolina, USA: BookSurge Publishing; 2nd edition. ISBN 0-8442-3239-4.
- Krakauer, Jon (1990). Eiger Dreams. Presses de la Cité. ISBN 2-258-04862-1.
- "America's Best Leaders 2009: Yvon Chouinard". USNews.com. 2009. Retrieved 2012-12-24.
- [see: Fly Rod and Reel magazine, "Simple Gifts", by Yvon Chouinard, Oct/Nov '09]
- Publishers note
- Jones, Chris (1976). Climbing in North America. Berkeley, CA, USA: U of Cal Press. pp. 362–363. ISBN 0-520-02976-3.
- Jones, Chris (1976). Climbing in North America. Berkeley and Los Angeles, California, USA: University of California Press. ISBN 0-520-02976-3.
- "Fashion Planet ™". Fashion-planet.com. Retrieved 2012-12-24.
- Chouinard, Yvon; Frost, Tom (April 6, 1976). "Irregular, Polygonal Mountaineering Chock 3,948,485". United States Patent Office. Retrieved 20 December 2009.
- Patagonia, Inc. (2006). "Patagonia's History - a company created by climber Yvon Chouinard". Patagonia web site. Retrieved 2006-12-01.
- Patagonia, Inc. (2006). "Patagonia's History - a company created by climber Yvon Chouinard". Patagonia web site. Retrieved 2007-06-20.
- Jones, Chris (1976). Climbing in North America. Berkeley, California, USA: University of California Press. pp. 360–361. ISBN 0-520-02976-3.
- Jones, Chris (1976). Climbing in North America. Berkeley, California, USA: U of Cal Press. p. 311. ISBN 0-520-02976-3.
- Jones, Chris (1976). Climbing in North America. pp. 315–316. ISBN 0-520-02976-3.
- Reid, Don (1993). Yosemite Climbs: Big Walls. Evergreen, Colorado, USA: Chockstone Press. p. 202. ISBN 0-934641-54-4.
- Tompkins, Doug; H. Adams Carter (editor) (1969). "Fitz Roy 1968". American Alpine Journal (Philadelphia, Pennsylvania, USA: American Alpine Club) 16 (43): 263–269.
- Covington, Michael (1976). "Mount Kenya's Diamond Couloir". American Alpine Journal (New York, New York, USA: American Alpine Club) 20 (50): 384–389.