The Burden Of Environmental Leadership
T he crowd roars with excitement. It’s May 2024 at the Global Fashion Summit in Copenhagen, and the global icon in environmental responsibility and sustainable fashion is about to take center stage. Before an audience of hundreds — consultants, brand executives, and sustainability managers — Ryan Gellert, CEO of outdoor brand Patagonia, is ready to showcase his company’s latest green initiatives.
With practiced eloquence, Gellert numbers Patagonia’s virtues: the adoption of responsible materials, fair trade certifications, and the unprecedented act of donating profits to combat climate change. The audience basks in adoration and hangs on his every word, mesmerized by the promise of a greener future.
“Our greatest value,” Gellert tells the interviewer, “lies in developing a more responsible form of business. That’s what we spend all of our time trying to do.”
I mean, who could blame them? Patagonia’s campaigns tug at the heartstrings, while their Worn Wear program, complete with a globe-trotting sewing machine, breathing new life into…
