The Patagonia story
"Living the Brand" is a documentary film based on the book with the same title. The film takes a closer look at the clothing company Patagonia, located in California.
Patagonia manufactures sports clothes and have a clear green profile as reflected in the company's values and by the employees. Patagonia have travelled non-traditional roads to create their trademark, and the employees share the interest in sports and outdoor activities. The company encourages employees to spend time on these activities within work hours. It is all based on mutual trust and a common goal to succeed. The documentary shows how it is possible to build a strong brand based on loyalty and mutual trust.