The Startup
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The Startup

The No-BS Formula to Building a Cult Brand

How one innovator gives outdoor apparel new meaning

Photo by Jeffrey Keenan on Unsplash | Yosemite National Park

Yvon Chouinard got his start in 1953 as a 14-year-old climber at the Southern California Falconry Club. He studied climbing under one of the adult leaders, Don Prentice, learning to rappel down the cliffs to explore the falcon nests. Those lessons stuck with Yvon and sparked his lifelong love of climbing.




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Jamie Russo

Jamie Russo

I write books, essays, poetry, and tweetstorms.

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