«Italy is a mine of creativity, talents and knowledge, including managerial ones. There are few things we should import from other cultures, such as America’s. But there is one, but I believe that the gap can be filled ». Gianluca Pandolfo joined Patagonia six years ago and is the sales manager for the EMEA area of the Californian sportswear company. Working in Patagonia and, first, for The North Face (Vf group), the problem to which he refers is the prejudice one has towards sportsmen, actors and in general famous people in the entertainment sectors who take a position on social issues.
«For the environment, which for Patagonia has been an absolute value since its birth in 1973, we are, even in Italy, more open to testimonies“ outside ”the world of business or politics – adds Pandolfo -. But on social issues there is a long way to go. Just think of what happened to the artists who talked about the Zan bill ». What does Patagonia, an American company with a turnover of 1.3 billion, have to do with the bill against homotransphobia stuck in the Italian Parliament? «It has a lot to do with it: our customers, the historical ones and the younger ones, not only by age, feel a very strong bond with the brand, they feel they are part of a community – emphasizes Pandolfo -. I think it has a lot to do with the consistency demonstrated by the company in almost 50 years of activity. Safeguarding the planet remains an absolute priority, also because, like any economic actor, we know we have a negative impact on the environment. Just as our customers know: there are no neutral production or consumption choices, but we can minimize the negative consequences and if we do it all the advantages are greater and, indeed, for everyone ».
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Returning to the Zan bill, Patagonia was one of the first companies to support the need, with a statement published on May 17 on social channels. “We do not pretend to change the world nor make bombastic announcements on issues such as carbon neutrality nor do we pretend to teach other people or companies what to do – explains the Italian manager -. Since 1973 Patagonia has made many process, product and governance changes but the principles of founder Yvon Chouinard and his wife Melinda cannot, by definition, change. Respect for people is closely linked to respect for the environment ».
In the post-Covid era, a strong rebound is expected for outerwear, but Patagonia does not necessarily intend to ride the wave for the next five years. «We do not hide our opinions but we do not give lessons and above all we are not obsessed with growth – concludes Pandolfi -. We are a private company that must remain healthy and continue to invest in research and the brand, as well as in environmental or social projects. But we would like to show that we can produce and consume better and that we are not better just because revenues or purchases grow ».