Since Let My People Go Surfing was first published in 2005, Patagonia has become increasingly popular as an urban brand. Have the company’s past tactics in preserving its core image remained effective through this change?

Patagonia pioneered many of the progressive workplace benefits and corporate efforts at environmentalism that are more prevalent today than they were. Has the company retained this progressive image as other companies have caught up?

Is Patagonia’s emphasis on authenticity as effective a marketing tool today as it was in its first 30 years of business? How has the proliferation of this marketing strategy impacted Patagonia’s ability to distinguish itself?