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Pru Chapman
OC Founder + Head Hustler

Pru Chapman is the Founder + Head Hustler at Owners Collective, a dedicated digital community and global online resource hub for early-stage entrepreneurs. Pru gets giddy supporting business owners to create meaningful, sustainable + profitable business. She loves nothing more than bulletproof coffee, her pooch Maverick, and an empty mountain hiking trail.

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Dane O’Shanassy

Episode 47

Patagonia | The Activist Company

Patagonia is the pinnacle of good business. Their dedication to creating the best product with minimal harm, and using business as a force for good has been the guiding light not only for the company’s 50 year history, but also for the new wave of entrepreneurs driven to harness the potential business has to make radical change. 

Patagonia are an activist company, and now go well beyond making outdoor apparel, they are dedicated to raising environmental awareness through documentary making, regenerative agriculture, and strong support of grassroots organisations that fight to keep our planet wild. 

They use business as a force for good, to inspire and implement solutions to the environmental crisis – and have recently updated their 50 year old mission statement to reflect that. 

The new mission statement “we’re in business to save our home planet” leaves no questions about the urgency and determined dedication that Patagonia are throwing behind their broad efforts to protect our planet. 

Patagonia’s environmental consciousness and high quality product range approach have definitely paid off. Revenue has doubled since 2008 and the firm has expanded, to over 100 global retail outlets.

In this interview Pru was joined by the Patagonia Country Director of Australia/NZ/and SE Asia, Dane O’Shannessy. They took a deep dive into the inner workings of Patagonia including how they stay true to their core, continue to push boundaries and ensure that both social and environmental issues stay at the heart of the Patagonia journey. 

In countries where fresh and clean water is scarce and should be prioritised for drinking – it was washing fast fashion clothing… One of the first things we invested in was TERSUS,.. a waterless laundry machine that uses carbon dioxide to dry clothes.

— Dane O’Shanassy, Patagonia

Patagonia | Dane O’Shanassy


Mentioned in conversation…

  • Patagonia’s activism, where it comes from, the leadership and culture required to continually push the boundaries

  • Dane’s personal journey during the early years of Patagonia

  • Key milestones, such as, ‘Don’t Buy This Jacket’ campaign

  • Patagonia’s strong focus internally on what’s right for the people inside the company


Explore more

Patagonia Australia Website

Patagonia Australia Facebook

Patagonia Australia Instagram

Patagonia Australia YouTube

Patagonia Australia Twitter

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