SC voted Best Bike Brand 2016 by ENDURO Mountainbike Magazine readers. SC rider Jordi Bago featured in promotional video for Tourism Gran Canaria riding the V10. SC Factory Racing help Trans-Cascadia build trails in Oregon, launching giveaway to raise donations for organisers #tenfortrails.

Veteran Robert Caspersen and Magnus Midtbø feature in clip climbing tallest vertical rock face in Europe, Trollveggen (1700m). 2016 CSR goals update: 100% fur-free, removal of anti-bacterial treatment from 90% products. Over 50 videos released on YouTube to demo Winter 2016 products.

Late August: ambassador Kyle Dempster disappeared with climbing partner Scott Adamson while attempting Ogre II in N. Pakistan (left basecamp 21 August, major storm set in 23 August). Grant given to Access PanAm for Patagonia Waste Management Initiative pilot, to protect Argentina’s Parque Nacional Los Glaciares (home to Cerro Torre and Fitz Roy). Ambassador Joe Kinder and photographer Tim Kemple travel to Ratikon to attempt the 240m, six-pitch Silbergeier (diaries published).

10 years since the release of ‘Let My People Go Surfing’, Penguin published updated version with additional content including a prologue from Yvon Chouinard. Early August, Patagonia Provisions release a 25-minute film Broken Ground featuring different types of farming, regenerative farming, diversified crop development and restorative fishing. Patagonia’s Responsible Wool Standard updated to focus on animal welfare and responsible land management.