Let My People Go Surfing can be seen as both a call to action and a handbook. A vital handbook to help change the consumption culture sitting at the heart of the ecological crisis. We love this book and it certainly warrants being one of our Top Read choices.
Yvon Chouinard is the founder and owner of Patagonia. His initial dip into business came in the 1950’s when he started manufacturing rock climbing equipment. Later, his attention turned to clothing and related soft goods. The story of his business journey alone is fascinating, but it’s his passion for doing good while enjoying a life packed with great adventures that really makes this an unmissable read.
The book was written in 2005 and Chouinard said the original intention was for it to be philosophical manual for his employees. Infact, it has since been translated into multiple languages and has become an iconic text. Patagonia has thrived as a business that, while doing things in an unconventional way, still thrives. Even more, they are now at the very heart of driving other businesses to look at their own responsibilities. It’s a fascinating read and we really recommend it for everyone from other business owners to individuals.
The version of Let My People Go Surfing pictured above is our original 2005 edition. There is also a revised 10th anniversary edition where Yvon Chouinard updates on the companies onward journey. The book can be bought direct from Patagonia here. The short video below also shares an insight into the Patagonia journey.
For a more in-depth analysis of the book please do check out our blog post No One Ever Grows Up Wanting To Be A Businessman here. Our article Brands Taking A Stand also explores the Patagonia ethos. Please check that out here.