Living the examined life, said Patagonia founder Yvon Chouinard, is a pain in the ass. But this company does it full-forward, starting with organic cotton back in 1996. They're always measuring the environmental impacts of their clothing, and they're self-described imperfectionists on the enviro front. But their gear — from sun hats to hard shells that handle the harshest weather — is a long-standing favorite of any outdoors person.

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