With a rich and varied history, Patagonia as we know it today was born in the 70s, when keen climber Yvon Chouinard spotted a gap in men’s activewear for clothing that incorporated colour without compromising the utility factor. Championing what they consider the silent sports (think snowboarding, surfing and mountain biking), Patgonia’s heart and soul lies in respecting the planet, finding ways to protect it through environmentally friendly processes and fabrics so that the sports stars of tomorrow can continue to enjoy the great outdoors. Look out for activewear essentials, from base layers and beanies to snow suits ready for frosty fun, designed with the brand’s trademark precision and skill.