These authentic moments are not limited to great photography or writing. The digital channel continues brand storytelling in a consistent way. The Tin Shed e-zine, for example, is a dynamic microsite inspired by the tiny outbuilding in which rock climber and founder Yvon Chouinard started his piton company in the late 1960s. The shed’s interior is photographed as it looks today, out behind corporate headquarters in Ventura, California. The multimedia interface places visitors in the middle of the room, and 360-degree technology allows them to turn and face each wall. Interactive objects and preview panels hint at the dozens of videos, images and articles from the latest dispatches sent by Patagonia ambassadors around the globe. While the primary goal is to engage and inspire visitors without distraction, they also can find links to share and can visit the product catalogue at any point. Yvon Chouinard is the archetypal leader – a true outdoorsman who guides his company, employees and loyal customers with his moral compass. The values of Patagonia, like those of Chouinard, place environmental sustainability above all else. Patagonia has long been an industry leader when it comes to social and environmental responsibility. Corporate transparency is a significant part of that commitment, which leads to self-examination and improvement. In addition to supporting dozens of ongoing CSR initiatives, the company encourages employees to spend a month of every year volunteering for causes they believe in, and gives 1 per cent of sales to support environmental organizations around the world. So when