Yvon Chouinard, the 73-year-old founder of outdoor apparel brand Patagonia, has published a new book, The Responsible Company: What We’ve Learned From Patagonia’s First 40 Years. Chouinard offers not just a story about how to create a responsible company, it is also a story about creating a company that is known for that responsibility.

A Passion Project

Patagonia’s beginnings can be traced back to a California falconry club, where a young Chouinard discovered his love of climbing. Unsatisfied with the equipment available for climbers, he began making his own. He and his new wife Malinda soon ventured into apparel, founding Patagonia in 1972. “The point was not to focus on making money; focus on doing things right, and the profits would come,” according to a 2007 Fortune cover story. That mentality has been a defining part of the company’s image.

Environment First

Patagonia became a leader in environmental responsibility by giving it an equal priority to profits—reportedly without sacrificing profits. In 1985 the company began donating one percent of its revenue to environmental organizations, a move that has since inspired more than 1,400 companies to join its 1% For the Planet initiative. It was also one of the first companies to switch to more environmentally friendly organic cotton, despite its higher costs.

Limitations

Following accelerated growth spurred by the unintended trendiness of its brand, Patagonia’s limits were revealed when the early 1990s recession hit. Growth skidded to a halt and the company was forced to lay off a fifth of its employees. Rather than yielding to the economic circumstances, however, Chouinard doubled down on his original mission. “I decided the best thing I could do was to get profitable again, live a more examined corporate life and influence other companies to do the same,” he told the Wall Street Journal‘s Seth Stevenson.

Beyond Transparency

Since that crisis Patagonia has placed even more emphasis on its environmental agenda. Chouinard started “The Footprint Chronicles,” a soul-searching online project dedicated to “exhaustively cataloging the environmental damage done by his own company,” as the WSJ describes it. Taking a stance against consumerism, last holiday season Patagonia even ran a Black Friday ad asking people to buy less of its products. At the same time Chouinard’s perspective is rubbing off on other larger corporations.

Through all of this Patagonia has been consistently reported as profitable, despite its large donation programs, the extra costs it imposes on its supply chain and other activities whose direct effect on the bottom line would seen to be negative. And other companies have seen the value in Patagonia’s approach. The Wall Street Journal details how even Walmart turned to Chouinard, seeking his advice and working with Patagonia to form the Sustainable Apparel Coalition, which has attracted other top brands.