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Learn how Patagonia’s radical transparency over PFAS transformed a corporate challenge into a brand triumph.

In Episode 253 of Anecdotally Speaking, Mark tells the story of Patagonia’s bold and voluntary admission that their outdoor clothing contained PFAS—so-called “forever chemicals” known for their environmental and health risks.

Instead of burying the issue, Patagonia leaned into their values and shared the truth, catalysing a 20-year journey toward a PFAS-free future.

Shawn and Mark discuss the business value of transparency, especially when no one is demanding it, and how such actions can build deeper trust and stronger brands.

This episode is a go-to for discussions on leadership, values, sustainability, and proactive risk management.

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Tags:  Transparency, Leadership, Sustainability, Values, Influence, Honesty, Values in Action

This story starts at 0:55

In the 1950s, a group of chemicals known as PFAS—per- and polyfluoroalkyl substances—were invented. These fluoride-based polymer chains were revolutionary: waterproof, non-stick, and incredibly durable. They quickly became popular in products like non-stick cookware and outdoor gear. PFAS made jackets, boots, and gear water-resistant—an essential feature for outdoor adventurers.

By the early 2000s, however, research began to reveal the darker side of PFAS. These chemicals were found to be environmentally catastrophic. They don’t break down for thousands of years, earning them the name “forever chemicals.” They contaminate waterways, accumulate in the human body, and have been linked to cancer. Alarming studies showed that virtually every person on the planet had detectable levels of PFAS in their system.

Patagonia, known for its strong environmental mission—“We’re in business to save our home planet”—found itself at a crossroads. Their products contained PFAS, yet their entire brand was built on environmental responsibility. No one was pointing fingers at them. There was no media exposé, no social media campaign. And yet, Patagonia voluntarily went public.

Through press releases and their website, Patagonia openly admitted: “Our clothes contain PFAS.” They owned the problem—something most companies would never do. Typically, the instinct is secrecy: say nothing, deny everything, hope it blows over. But Patagonia took the opposite approach. They got on the front foot.

And it didn’t backfire. Customers and stakeholders embraced them even more. The act of being transparent—especially when it wasn’t required—built trust. It showed that Patagonia’s values weren’t just window dressing; they were operational principles.

The journey that followed wasn’t easy. It took Patagonia five years to develop an alternative: a short-chain PFAS molecule. But in 2016, they discovered that even this new chemical was just as harmful as the original long-chain version. Back to square one.

Undeterred, they pressed on. Eventually, they developed a DWR (Durable Water Repellent) technology that achieved water resistance without using any PFAS. Patagonia has now committed to having no added PFAS in any of their products by the end of 2025.

This transformation has cost them dearly in research and development. But the payoff has been enormous in terms of brand loyalty and alignment with their mission. Most importantly, it set a new bar for corporate responsibility.