Yvon Chouinard to receive Outstanding Achievement Award at The Fashion Awards 2022

The British Fashion Council has announced Yvon Chouinard, the Founder of Patagonia, as the Outstanding Achievement Award winner at The Fashion Awards 2022.

Presented by Diet Coke, the awards will take place on 5 December at the Royal Albert Hall in London.

The Outstanding Achievement Award celebrates the "overwhelming creative contribution of an individual to the fashion industry, who throughout their career has constantly shaped and reshaped the fashion world through their innovation and creativity".

Chouinard is being recognised for his "extraordinary dedication to environmentalism and his exceptional vision".

Founded in 1973, Chouinard began his business selling rugby shirts from England to climbers in the US. Today, Patagonia is known for its range of outdoor clothing and lifestyle products.

Since 1985, the business has donated 1% of sales to the preservation and restoration of the environment, awarding over $150 million to environmental groups. Patagonia is a certified B Corp and California Benefit Corporation.

Chouinard is also Co-founder of One Percent for the Planet, a global movement of over 5,000 business and individual members, coming together to protect the future of the planet.

Yvon Chouinard, Founder of Patagonia, said: “We are 50 years into our experiment in responsible business, and we’re dead serious about addressing the environmental crisis.

"Being recognised by the British Fashion Council sends the message that responsible business practices far outweigh trends or short-term financial gains. With vision and creativity, the apparel industry is perfectly placed to set the standard for environmental protection – it is our hope that business leaders join us in committing to this work."

Caroline Rush, CEO of the British Fashion Council, added: “We are thrilled to present Yvon Chouinard with the Outstanding Achievement Award for his visionary work at Patagonia.

"Through his dedication to our planet, Yvon has set a new precedent for responsible businesses. By building a brand that consistently encourages its consumers to buy well and buy less he has shifted consumer mentality on the lifecycle of clothing and created an invaluable blueprint for a fair transition within the apparel industry.”