Over 40 years ago an experienced climber by the name of Yvon Chouinard founded Patagonia. Evolving his love of the outdoors he introduced his fellow climbers to a new functional form of clothing that started from his small blacksmith shop in California.
Originally producing environmentally-friendly hardware with fellow climber and aeronautical engineer Tom Frost, together they formed a company called Chouinard Equipment. They travelled all over the US forging pitons during the winter months, spending April to July on the walls of Yosemite, then heading out of the heat of summer to the high mountains of Canada or the Alps. On their travels, selling climbing gear from the back of Yvons car, the team visited Scotland during the winter of 1970 and stumbled upon a rugby team shirt they thought would be perfect for rock climbing. Made to withstand the rigors of rugby, it had a collar that would keep the hardware slings from cutting into the neck and featuring colourful red and yellow panels. The shirts were an instant success within their climbing community back in the States.
The latest SS18 Collection from Patagonia seems to have quite a traditional aesthetic to it, rather than relying on over the top graphic treatments. Clean, simple logo treatments have been applied to a combination of t-shirts and long-sleeves, while the classic Cerro Fitz Roy mountain silhouette branding also featuring heavily. Primary colours dominate the majority of the range, with a bit of heathered texture thrown in to mute the tones down slightly.
The Patagonia SS18 Collection is available online and in size? stores now, and be sure to check out the 1% for the Planet scheme to find out how each purchase you make helps us contribute to saving the environment.