A very welcome addition to the ever growing roster of the worlds best outdoor outfitters, the first selections from Patagonia are now online at END.
Established by dedicated climber and environmentalist Yvon Chouinard in California in 1974, Patagonia takes its name from the mountainous region bordering Argentina and Chile.
Dismayed by the poor quality, disposable mountaineering equipment Chouinard set about creating his own reusable designs that would have far less impact on the environment, sewing the seeds of Patagonia’s sustainable, conscientious approach.
A revolution at the time, Chouinard was one of the first people to introduce bright colours to the world of outdoor apparel, having been inspired by his own use of highly colourful and incredibly durable rugby shirts on a climbing trip in Scotland, he began to import and sell regulation issue rugby designs to California’s climbers, who had previously took to the mountains in basic sweatshirts and cut off chinos.
Maintaining this progressive attitude and constant respect for nature, Patagonia have become one of the worlds best loved sportswear companies, creating clothing and equipment for everything from climbing, to surfing and even fly fishing.
The END selections for SS14 from Patagonia reach across their whole range, with outdoor protection from their iconic Torrentshell jackets, warmth from their fleece, jersey and down stuffed designs and functionality from their selection of technical back packs.
Online now, head over to the Patagonia section to take a look.