Effective immediately, all of Patagonia’s nonvoting stock, totalling 98%, has been given to Holdfast Collective, ‘a non-for-profit organisation dedicated to fighting the environmental crisis and defending nature’.All voting stock, the remaining 2%, has been donated to the Patagonia Purpose Trust, a body created to ensure the company’s strong values and mission are maintained and protected.Yvon Chouinard and his family will sit on the company’s board and still be heavily involved in the overseeing of decisions made by the trust and the environmental projects run by Holdfast Collective.Patagonia‘s tagline has today been changed to ‘Earth is now our only shareholder’.