In a recent interview with Fast Company , Patagonia founder, Yvon Chouinard offers his thoughts on running an environmentally conscious business and what is on his mind – the “myth of sustainability”, an ideal he sees as a path rather than a destination. Though this last statement is bit too zen-like for our tastes, Patagonia does have a number of thoughtful green initiatives in place, particularly their 1% for the Planet project and product life-cycle studies, that can serve as valuable mode