Patagonia is a promise. The name alone conjures up images of wild natural landscapes at the end of the earth like no other. In keeping with this name and the promises it entails, it should come as little surprise that the company Patagonia does things slightly differently to everyone else. This is the story of an attempt to stay true to one’s self.
Although making sweeping statements, or being full of “hot air” as we say, isn’t perhaps very Swiss, we often have the feeling that the rest of the world only recognises the air pockets in our most famous dairy export and is happy to refer to just about every cheese with holes as Emmentaler.