THE PIONEER - YVON CHOUINARD

'Man On Ice'

Here is a little read about the founder of Patagonia and how it all started. I hope you enjoy it...

Yvon Chouinard

Yvon Chouinard has always drawn something from nothing. And he believes in subtracting, not adding.

He taught himself carpentry and ironmongery, and he entrusted his business to other inspired individuals while he travelled to the ends of the earth (Himalaya, Patagonia) developing new techniques of climbing, on vertical rock faces, vertiginal peaks, and ice.

The original conception was a hand-made collection of climbing pitons, paring the material to the minimum, utilising artisinal methods with practical experience.

Clothing came later, as the climbing kit of the day was too moisture-retentive and heavy. Yvon developed a series of fabrics that are insulating and light, and then expanded into the field of casual wear.

Make a trip to the 6A Langley Street, Covent Garden store, and judge for yourself.

PATAGONIA STORE LAUNCH - 6A LANGLEY ST - COVENT GARDEN

www.patagonia.com

The night began with Jonathan Petty the European Marketing Manager taking us back in time about Patagonia being founded by Yvone Chouinard and how it was proud to launch its first ever flagship store in London capital on Langley street Covent Garden.

Jonathan also made mention of how it is important to Patagonia in choosing a building for their store that has a rich history in the community hence this present Covent garden store which was once formally part of the Watney Combe & Reid brewery and founded in 1837.

The store stands on a 4,340 square foot and with that kind of spacious area will stock or showcase the full range of Patagonia core technical  alphine and ski/snowboard products, and renowned Patagonian Lifestyle pieces and a footwear collection. And not forgetting the enigmatic kids lifestyle range.

We were later entertained to a life music by an indie band The collected Few. They belted some amazing tunes which really got everyone moving their feet down the store's basement. 

The Patagonia flagship on 6A largely street, Covent Garden is opened now and its been opened since the 15th of September 2011.

It will be worth checking out the first Patagonia flagship store in Covent Garden and in the Uk for that matter. 

There so many pieces from the Patagonia AW11 from my styling point of view that could be put together give you the inner city and cosmopolitan look. 

Pleasure!