Inc. It tells why he's decided that his company should stop growing. To no one's surprise the news is bad. Everything we make pollutes. Polyester, because it's made from petroleum, is an obvious villain, but cotton and wool are not any better.
Wool relies on large flocks of sheep that denude fragile, arid areas of earth.
As a sheep farmer, I cringe at that association of wool with erosion. Cotton can be grown without pesticides, as Chouinard recognizes. But his basic approach is not only sound, it's worth a round of applause. Not many companies are willing to look at the full consequences of their business, and to take responsibility for what they see. As a society we've always assumed that growth is both positive and inevitable.