0 items $0.00

0800 11 2384


The Patagonia Story

Monday, 19 August 2019 10:46:34 am Pacific/Auckland

Yvon Chouinard

Patagonia's Mission Statement:

Build the best product. Cause no unnecessary harm. Use business to inspire and implement solutions to the enviromental crisis.

The Patagonia Story

In the early 1970’s Yvon Chouinard accidently stumbled across an idea that would revolutionise the clothing industry. A holiday from California, USA to Scotland would lead to Yvon building a clothing empire. This is the story of Patagonia.

In 1953 a 14-year-old Yvon began climbing. He joined a local Falconry club in Southern California and his love for the pastime grew. The excitement and intensity of rappelling down the sides of sheer cliffs meant that Yvon was instantly hooked. Soon, Yvon and his friends began going out on excursions on their own, travelling around America to rappel down rocks. On their travels they would hop from freight train to freight train travelling from the west end of the San Fernando Valley to the sandstone cliffs of Stoney Point.

Environmentally conscious, Yvon noticed the damage his climbing equipment was having on the rock faces. To try and prevent further damage he began making his own equipment. This effort to look after the environment would become a driving force behind the ethos of the business.

He began selling his pitons (metal spikes) for $1.50 each. Yvon began supporting himself through the sale of his equipment. He began travelling around the country, climbing by day and forging by night.

In 1970 on a winter climbing trip in Scotland he bought a rugby shirt to wear while climbing. This impulse purchase would change his life. Built to withstand the brute force of a rugby match the top withstood the climb. The collar prevented hardware slings from cutting into Yvon’s neck. He knew he was on to something.

Back home Yvon continued to wear rugby jerseys while climbing. It caught on and before he knew it he had started a new fashion trend, a brightly decorated rugby jersey with a good collar was in high demand. To keep up with growing demand Yvon ordered jerseys from Umbro in England. They sold out. He then began ordering from New Zealand and Argentina. They sold out too.

As the clothing side to their company grew they decided it needed its own unique name. In 1973 Patagonia was born. A name they described as one that brings to mind “romantic visions of glaciers tumbling into fjords, jagged windswept peaks, gauchos and condors”.

Today Patagonia is one of the worlds leading environmentally friendly clothing brands. The company reaches far beyond clothing and is committed to teaching and training the next generation of environmental activists. Patagonia are doing this to continue their mission of finding a solution to the ongoing environmental crisis.

Shop Patagonia Here

Posted in Blog By Stuart Young

Friends Of Fallenfront

Tuesday, 15 September 2015 11:09:49 am Pacific/Auckland

Just Another Fisherman is up there as one of our favourite brands, we always dive into the warehouse boxes for our own gears and we are stoked to see JAF growing season after season with more guys making it their go to brand.

The new Summer 15/16 Range, 'Wandering the North Coast' is even radder than the last and if you haven't seen the campaign for it yet, video edit included, its epic. We decided to combine all of the insane pictures from their mission with our second Friends of Fallenfront feature for you too meet the maker and get frothing for summer...




We value a good catch up with Aaron from JAF, the general context usually consists of a debrief on his latest mission, what the fishing is looking like in Raglan, what we are catching and at what depths, then moving onto business.

Aaron has sussed it, as we all one day hope too, creating a job that reflects his lifestyle and passions. His crew set the bar high when it comes to their missions and always have some epic stories to tell after their trips around the coasts, putting in hard research time, to produce the quality, practical gears for on and off the water. Whether it’s a waterproof jacket for battling the elements, staple boardies for jumping in and out of the boat or simply a tidy shirt or tee so you can incorporate a bit of your fisherman lifestyle into your daily wardrobe. 

We flicked Aaron through a few questions to find out more about the brand, his background, best mission to date and favourite spots...


Aaron J Styles from Just Another Fisherman

Background. Hometown. Uni.
Born and bred in the Bay Of Plenty. Studied in Hamilton and did a Bachelor of Media Arts, majoring in Graphic Design.


JAF Glassy LS Tee

Just Another Fisherman Wharf Rat Chino

Just Another Fisherman Chambray Shirt

The Wandering The North Coast looked like an epic mission. Where did you venture from, what sort of ground did you cover and how long was this trip in the making?

Yeah was an epic trip. We based ourselves on the edge of the Parengarenga Harbour in the Far North and adventured the northern beaches from North Cape to Spirits Bay doing a range of land base fishing. The trip was planned for 3 or 4 months. We wanted to show our product in its natural environment and show off how beautiful our country is.


Just Another Fisherman Fishing Mug

Just Another Fisherman Wandering The North Coast

Just Another Fisherman Wandering The North Coast Spring


As an outsider your ‘office’ doesn’t seem like the norm, almost like its broken up between on the water and at the desk. Give us some insight into your standard working week set up – how often do you actually get to throw out a line between JAF commitments? 

Yeah, well when I first started the brand it was a hobby and it didn’t take up to much of my time, so I was able to fish personally a lot more. Couple times a week I would get out on the yak and every second weekend I would do a weekend away fishing some remote locations with my mates. But as the brand has grown and other responsibilities such as kids, houses and other business responsibilities, I get out little less. So in a standard week, I would get out once if I am lucky. But I have larger trips 3 - 5 days every month which I go on.

Just Another Fisherman John Crew

Just Another Fisherman John Swim Short


Clearly you have a passion for all things angling related, take us back to the roots of how JAF came to life and what inspired you to develop a clothing range?

I have been in the garment trade for while now, and been fishing sense I was 7 or 8 years old. When I passionately got back into it, I was in my 20’s and I found there was no clothing which I liked and related to fishing, so I started making the odd beanie and hat and thats where JAF stemmed from.

On your missions you must see some epic landscapes, stumble across some hidden gems and witness some of natures wonders. What comes to mind as the most memorable moment of all your adventures?

The latest adventure “Wandering The North Coast” was pretty incredible. From the stunning sand dunes of the Parengarenga Harbour to the Ridges leading to Sandy bay, it had it all.


Just Another Fisherman Text Marlin Tee

Just Another Fisherman Fillet LS Tee


We are always fizzing when you share your latest Angling Tales on the site, which one would you class as your favourite and a must read? Chronicles of PJ bay" is my favourite. Great read.


Best catch to date? 

I have caught plenty of big fish and have some great personal bests but my best captures are more about the location or situation.


Dream fishing location/mission.

NZ. - Three Kings Islands

Internationally. - I have not fished a lot internationally, but I would love to go to Aitutaki in the Cook Islands. Fishing lures around the Lagoon.

One ultimate all time fishing tip/life hack/lesson you have learned that you can share?

Think about your fishing. Where, how, when, tides, moon, previous adventures. The more you think about your target species and surroundings, the more you will catch.


Just Another Fisherman Dory Tee

Just Another Fisherman Snapper Logo Short

Just Another Fisherman Jack Mac Shirt


Would you confess to the crew if had a stowaway banana in your bag? 

Yeah, once I caught a good fish.


Favourite piece/s from the range….

The Angler Hat, a quick dry wide brim hat and the Deck Shorts, a quick dry stretch cargo short.


Just Another Fisherman Text Marlin Tee

Just Another Fisherman Wandering the North Coast

Just Another Fisherman Spring


Websites. What tabs do you open in the morning. - Fishing.net.nz, Buoyweather.com

Instagram accounts you follow. - @NATGEO

Music. - War On drugs, Eddie Vedder

Books. - Let My People Go Surfing - Patagonia Book.

Magazines. - Fishing News

Local haunts.

Coffee. - Thermos coffee on the way to fishing location.

Food. - Calamari

Bar. - Swashbucklers


Just Another Fisherman Spring 15

Just Another Fisherman Snapper Logo Shorts


Whiskey or Rum

Snow or Surf

Dawn or Dusk - Both, can’t choose

East or West

Soft Baits or Real Deal

Squid or Bonito

Surf Casting or Game Fishing

Filleting or Whole

Craft Beer or A Classic

Beard or Moustache

Apple or Samsung

Canon or Nikon

George fm or Hauraki

Hip Hop or Rock

ABs or Warriors

Summer or Winter


Just Another Fisherman Cabin Short

Just Another Fisherman Text Marlin Singlet


Posted in Blog By Karla R