Lekondo'sOntology of Fashion Brands

2114 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Patagonia

Patagonia is an American outdoor apparel company specializing in technical gear for climbing, surfing, and skiing. Its aesthetic emphasizes durability and utilitarian design. The brand represents a subculture of environmental activism and reduced consumption, focusing on ecological sustainability and corporate responsibility.

Fashion History

Yvon Chouinard founded Patagonia in 1973, evolving from his original business, Chouinard Equipment, which manufactured climbing hardware. The brand gained cultural significance by introducing a broader color palette to outdoor gear and the early adoption of recycled materials, such as polyester from plastic bottles. In fashion history, it is recognized for the 'gorpcore' movement and its distinct business model, including the 2022 transfer of company ownership to an environmental trust.

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