The Dirtbag of Patagonia

Florida, 1991. A small group of executives have just left an emergency meeting with Dr. Michael Kami, a top company advisor in the US, who has advised the group to get new jobs and sell their company.

In amongst this executive group sits the 53 year old founder, Yvon Chouinard, who harbours very different ideas on where to take his 18 year old company.

But in less than a year, Dr. Kami’s prophecy starts to be a reality; a reality of countless layoffs and a 40% drop in sales but instead of giving in to this reality, Chouinard decides to do something surprising.

Chouinard invites his top executives on a company retreat to the far reaches of the Americas, to Patagonia in southern Chile.

This decision would be a vital turning point for his company but this is not the first time Chouinard has taken a journey to Patagonia…