Patagonia's innovation is built on exploration and expertise
The commercial practice of innovation is flooded with theory and ideology, but not enough praxis.
Patagonia's Swiftcurrent Waders are regarded by many as one of the best outdoor products available, but, not wanting to rest on their past achievements, the Patagonia team are committed to innovating the product though experimentation, iteration and trusting in their own in-house design expertise.
Design and making something exceptional requires an investment of time and money, but the rewards are customer advocacy and demand.
A reputation for product excellence is a wise investment that's achieved as a result of organisational culture. The opposite is also true.
Previously on Cherryflava:
Patagonia: A letter from the future
The power of Postcards from the Future is that you are able to suspend the present moment and free the mind to explore the future without restriction.
Nothing fashionable about Patagonia
This is what brand confidence looks like.