On the afternoon of December 11, the grand opening ceremony was held at the SOHO flagship store in Sanlitun, Patagonia. The flagship store is located in Sanlitun, a gathering place of fashion trends in Beijing, adhering to Patagonia's development philosophy of environmental protection and corporate social responsibility. It adopts original eco-friendly decoration, and men's, women's and children's clothing stores showcase the full range of Patagonia's seasonal products, with Gregory, Keen, and Cold. Eco Village, consisting of Mountain Ski Equipment, Niujio Tang, Green Monday Restaurant, and Outdoor Salon, has become a gathering place for outdoor and environmentalists in Beijing and throughout the country.

Mr. Rick Ridgeway, vice president of environmental affairs at Patagonia's US headquarters, attended the opening ceremony and was interviewed by the media. Rick is a world-famous mountaineer and explorer. He has been climbing since the late 1960s and early 1970s. He was the first American to climb the summit of Jorge. Since then, his climbing footprints have spread across six continents. In the mid-1990s, a series of trips made him aware of the status quo and the changes that will be faced by many of the world's wilderness. In 2004, he and his companions walked nearly 500 kilometers without support in the uninhabited area of ​​Qiantang, Tibet, and determined the location of the Tibetan antelope. His book “The Big Open”, as well as national geographic television programs and magazine articles, assisted the field biologist Dr. George Shale in persuading the Chinese government to establish a protected area around Tibetan pens. In 2003, he joined Patagonia. Under his leadership, Patagonia launched a series of leading environmental protection and sustainable development initiatives. He also established the Sustainable Apparel Coalition, and now the alliance members have covered more than 30% of the world's apparel and footwear enterprises. Rick produced and directed several documentaries and was a co-producer of the film "South of 180 Degrees." National Geographic magazine awarded him the "Lifetime Achievement Award in Adventure."

A book signing ceremony for "Responsible Business" was held on the site of the opening ceremony. Vincent Stanley, Patagonia's concept director, and the founder of Patagonia, Ivan Joynad, became the book "Responsible Business." Authors, this book uses Patagonia as an example to explain how business can make profit without losing its soul. Economic activities should alleviate the environmental and social crisis facing this era. Vincent Stanley has been with Patagonia since its founding in 1973 and has served as an executive executor of corporate sales or global market operations for decades. He is also a longtime narrator of the informal Patagonia concept. During this visit to China, Vincent went to Fudan University, Peking University, and Beijing University of Posts and Telecommunications to hold business school lectures and outdoor industry salons.

At the opening ceremony, the movie “South of 180 Degrees” was also shown, which caused great interest to the audience. The actor of the film, photographer Jeff Johnson, has always admired the feats of Patagonia founder Ivan Joynard and TNF founder Doug Tompkins who climbed south from North America to Patagonia in 1968, but He did not choose to drive by himself. He sailed from the United States to Chile by sailing. The film documented the deep feelings of two generations in the Patagonia region in documentary form and their efforts to protect the wilderness.

About Patagonia:
In 1973, Ivan Joinard founded Patagonia Outdoor Clothing Company, headquartered in Ventura, California. Patagonia's mission is to produce the best products, avoid unnecessary environmental harm, and find solutions to environmental crises through business operations. Patagonia has become an internationally recognized company that builds truly high-quality products and takes on the responsibility of environmental protection pioneers. To date, it has donated more than US$61 million in funds and in-kind materials for environmental protection and has received the highest standards of social and environmental protection worldwide. B-CORP certification.

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