To “preserve the company’s ideals,” Chouinard has given all of Patagonia’s voting shares to the Patagonia Purpose Trust. Fight Against Global Warming Holdfast Collective, a non-profit “committed to battling the environmental catastrophe and safeguarding nature,” has received 100% of the company’s nonvoting shares. Taking your work to the masses against “going purpose.” As Chouinard points out, he could have sold Patagonia and given the money to charity. He didn’t want