Business Models Explained with Fexingo · 2026-06-27 · 12 min
In this episode of Business Models Explained, Lucas and Luna explore Patagonia's counterintuitive business model: a company that actively urges customers to buy less. They trace how founder Yvon Chouinard's 'Worn Wear' program, the 'Don't Buy This Jacket' campaign, and the 2022 transfer of ownership to a purpose trust created a brand that generates over a billion dollars in revenue while explicitly prioritizing environmental stewardship over growth. Lucas explains how Patagonia's guaranteed repair program actually increases customer lifetime value, and Luna challenges the tension between a for-profit business and anti-consumerist messaging. They discuss whether this model is replicable or uniquely tied to Patagonia's culture and customer base. A candid look at what happens when a company truly means its sustainability claims, and whether Wall Street could ever tolerate selling less on purpose.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
How Patagonia Used Worn Wear to Redefine Product MarketingProduct Marketing with Fexingo · on Yvon Chouinard74 / 100
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