Since it was founded in 1973, Patagonia has been an advocate of creating quality products in sustainable ways. As a celebration of its 50th Anniversary, the outdoor apparel brand has launched the ‘What’s Next’ project, with a series of initiatives focused on looking forward to the coming years and what we can do with the resources we have.

What’s Next aims to encourage everyone to prioritise purpose over profit and protect our home. Kicking off the meaningful project is founder Yvon Chouinard’s revisit to Patagonia – the region in South America that inspired the brand – last December, showcasing how resources can be used to make a huge impact on the environment. Other themes besides ‘What’s Next’, include ‘Human Powered’, ‘Next is Simplicity’, ‘Resilience’, and most importantly ‘Next is Saving our Home Planet’, all supported with stories of living in harmony withnature and trying our best to help protect wild places.

Alongside the project is the launch of the Funhoggers collection, comprising of cotton shorts, pants, and an anorak. All the items are made with 100% Cotton in Conversion, meaning the cotton is grown under strict organic certification requirements while the farms are in the process of getting officially certified. Both the 6-inch shorts and pants for men feature an elasticised waistband for better fit and comfort, while the lightweight anorak is excellent for all seasons.