Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

by Yvon Chouinard

The first goal of the catalog is to share and encourage a particular philosophy of life, of what undergirds the image. The basic tenets of that philosophy are a deep appreciation for the environment and a strong motivation to help solve the environmental crisis; a passionate love for the natural world; a healthy skepticism toward authority; a love for difficult, human-powered sports that require practice and mastery; a disdain for motorized sports like snowmobiling or Jet Skiing; a bias for whacko, often self-deprecating humor; a respect and taste for real adventure (defined best as a journey from which you may not come back alive—and certainly not as the same person); and a belief that less is more (in design and in consumption).