A Simple Revolution with Yvon Chouinard

A Simple Revolution with Yvon Chouinard

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I FIRST MET YVON CHOUINARD on a brisk pre-dawn Idaho morning. Up before the sun to capture photographs, I entered the little camp house kitchen to see a fit, weathered man digging through the cabinets for a pan to boil water and make tea. It took a full two or three minutes before I realized the man I was idly talking fishing conditions with was the founder of that most revered mountain brand, Patagonia.

We sat on the porch, sipping tea, and chatted about Russian salmon fishing and tenkara philosophy while the sun rose over the Tetons, chasing away the night’s chill. As expected of the man famous for saying, “The more you know, the less you need,” he spoke eagerly about the minimalist approach to fishing that was preparing to sweep the country. He saw tenkara as a parallel for business — skill should replace quantity, and quiet awareness transplant rampant consumerism.

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