Patagonia are in the business to save our home planet. Their values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach they take toward product design demonstrates a bias for simplicity and utility. Their criteria for the best product rests on function, repairability, and, foremost, durability. Among the most direct ways we can limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use. Making the best product matters for saving the planet.