However, Yvon Chouinard looks at it differently. He is a green business premier. Casey (2007, p. 1) looks at the case of green business in through the works of Yvon Chouinard and probed how he became so influential. His secret to success is putting Earth first, questioning growth, ignoring fashion, making goods that don't break or wear out, telling customers to buy less, discontinuing his own profitable products and giving away part of his earnings. Chouinard's intention was to prove that business can make a profit without losing its soul.
Refinements of the traditional way of manufacturing clothes are constantly done in Patagonia. His aim is to develop a sustainable initiative which practically shows in how he initiates change continually in their products. Whatever Chouinard thinks is better, they experiment on it and later on find that they indeed discover something better than the usual. It seems that gambling sometimes proved to be beneficial. Let alone the success and the influence that the company advanced against its competitors. The green agenda's point is not on making money, rather to focus on the right things to do. Let's take the instance of the cotton.