VANCOUVER HAS LONG been established as a centre for technical apparel.

North Vancouver–based Arc’teryx is a leader in creating durable shell jackets.

Kitsilano-based lululemon athletica’s yoga wear, which was first sold on West 4th Avenue, is known around the globe.

Sugoi was created when Vancouver bicycle racer David Hollands and fashion student Carol Prantner decided that the world could use some better cycling shorts. And more than 40 years ago, four mountain climbers came up with the idea of forming a co-op, now known as MEC, to provide high-quality climbing, hiking, and skiing gear.

Part of the reason for this success is that Vancouver is a perfect training ground as one of North America’s premier outdoor destinations, offering easy access to the water, mountains, and wilderness.

So it shouldn’t come as a huge surprise that one of the world’s leading retailers of outdoor clothing and equipment, Patagonia, has decided to open its first retail outlet in Vancouver.

Speaking from the company’s head office in Ventura, California, vice president of global retail Robert Cohen tells the Georgia Straight that a shop with 3,500 square feet of selling space will open later this year at 1994 West 4th Avenue, in the vicinity of the original lululemon outlet.

He says the goal is “to build a four-wall space that is for the community that serves a variety of diverse community needs”.

“We have a pretty decent history of giving to environmental groups in the area and in the region,” Cohen says. “We’re going to continue to do that.”

B.C. organizations that have benefited from Patagonia's generosity include the Canadian Parks and Wilderness Society B.C. chapter, Central Westcoast Forest Society, Dogwood Initiative, Ecojustice Canada, Ecotrust Canada, Fraser Riverkeeper, Georgia Strait Alliance, Coastal First Nations, Living Oceans Society, Raincoast Conservation Foundation, Raincoast Research Society, Sierra Club of B.C. Foundation, Sisu Institute, the Waterwealth Project, Tides Canada Initiatives Society, Valhalla Wilderness Society, West Coast Environmental Law Research Foundation, Wilderness Committee, White Gold Productions, and Wildsight.

Patagonia founder, rock climber, and surfer Yvon Chouinard spearheaded the creation of 1% for the Planet, which funds nonprofit environmental groups.

Cohen explains that organizations can apply to Patagonia for funding and a grant committee makes decisions on which projects receive money.

He also says Vancouverites can expect to see guest speakers and film presentations in the West 4th Avenue store after it opens.

“We’re pretty passionate about making sure the community understands we’re there to participate in every way, shape, or form—that it is meant to be a place for the community and a place that’s going to participate in the community, not just a place to sell people clothes,” Cohen insists.

Patagonia will soon open a store three times as large in Manhattan. Cohen says the company would have preferred to find larger premises in Vancouver, but settled on a smaller building so it could be on West 4th Avenue.

That’s because Cohen feels that the neighbourhood’s values are in alignment with Patagonia’s perspective on the world.

According to him, the company has more than 700 styles, which means its entire inventory is only available through the company website.

“As you know, 3,500 square feet is not that big and the ideas for the brand are much bigger,” he notes. “It may be one of those things where we’ll start displaying a limited range of products but not potentially showing all of it because the breadth of the line is just so incredibly diverse.”

Patagonia is a member of an organization called 1% for the Planet, which Chouinard cofounded in 2002.

Participants donate one percent of sales to nonprofit organizations that dedicate themselves to protecting the environment. Patagonia’s annual sales are likely in the $600-million range, based on the $6 million it says that it donated last year to environmental causes.

In addition, Patagonia produced the documentary DamNation, which took aim at “deadbeat dams” that cause havoc on waterways.

This arose out of Chouinard’s exasperation over how dams interfered with ecosystems long after they had outlived their usefulness as sources of electricity.

The company’s founder has long been passionate about marine conservation, and in 2005 he created the World Trout Initiative to preserve endangered fish species.

Patagonia also tries to walk the talk in how it conducts its business by offering environmental internships and by auditing and reducing its carbon footprint. It also takes positions in elections with its “Vote the Environment” campaign.

The company funds Protect Our Winters, which runs the "Coal Kills Snow" campaign to alert the public to the impact of this dirty fossil fuel on winter wildlands.

When asked if the company will engage in similar activities in Vancouver, Cohen responds, “Oh yeah, no question about it. Things like getting involved in local environmental issues are championed by store managers.”

Then he adds, “Obviously, we’re not going to try to cookie-cutter any campaign to any one area, but a really important aspect for us in the store is how we participate in the community. It’s less about commerce as it is about having a conversation and a seat at the table for big issues.”

Read the original story...