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Michael Crooke Discusses R&D on Fabric and Designs at Patagonia

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Total Case Duration :

  • Date Added : 4/19/2001
  • Clip Duration : 1 min. 31 sec.

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Michael Crooke

  • CEO, Patagonia
  • male
  • Caucasian
  • 1959 (Age: 62 years old)
  • Michael Crooke - Interview - Patagonia
  • Video 1 of 15 in this Case
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Biography

Michael Crooke's passion for the environment and the outdoors has been with him for many years. Every position that he has taken in his career has been in an outdoor company and his current position as CEO of Patagonia, Inc. and Patagonia's parent company Lost Arrow Corporation is no different.

Following his undergraduate education, Crooke's career in the outdoor world started with jobs at Yakima and Moonstone Mountaineering. He worked as general manager at Kelty Packs for several years and then became CEO/chairman of Pearl Izumi (a Colorado based cycling apparel company) before he joined Patagonia in 1999. Crooke's environmental thinking is a perfect match with Patagonia and he now acts as an entrepreneur within the company. He creatively runs a multi-million dollar company while working toward environmental sustainability within and beyond the company.

Crooke received a B.S. degree in Forestry and an MBA from Humboldt State University.

There is no way that you can duplicate real world situations in the laboratory. There is just no way. And so we have, there's a hundred of people. There's a hundred of pros that we work with. And field testers and people out there that give us consistent feed back on new fabrics, new designs, new ca...(Full transcript available to logged in subscribers.).

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Michael Crooke videos

Video 1 of 15 Michael Crooke Discusses Background on Founding of Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 2 min. 53 sec.
Video 2 of 15 Michael Crooke Discusses Environmental Roots of Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 44 sec.
Video 3 of 15 Michael Crooke Discusses Intrinsic Values at Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 39 sec.
Video 4 of 15 Michael Crooke States Patagonia Looks For Employees Who Think Outside the Box
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 12 sec.
Video 5 of 15 Michael Crooke States Importance of Hiring People Who Have Passion
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 0 min. 28 sec.
Video 6 of 15 Michael Crooke Discusses Design Organization at Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 31 sec.
Video 7 of 15 Michael Crooke Discusses Design Philosophy at Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 0 min. 55 sec.
Video 8 of 15 Michael Crooke Shares Thoughts on the Definition of Entrepreneur
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 8 sec.
Video 9 of 15 Michael Crooke Discusses How Patagonia Encourages Entrepreneurial Thinking in the Organization
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 0 min. 58 sec.
Video 10 of 15 Michael Crooke Discusses Diversity of Patagonia's Distribution Channels
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 0 min. 52 sec.
Video 11 of 15 Michael Crooke Discusses R&D on Fabric and Designs at Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 31 sec.
Video 12 of 15 Michael Crooke Discusses Instances When Intellectual Property Should Be Shared
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 2 min. 4 sec.
Video 13 of 15 Michael Crooke Discusses Social Responsibility At the Corporate Level
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 2 min. 11 sec.
Video 14 of 15 Michael Crooke Discusses Company Growth at Patagonia
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 1 min. 38 sec.
Video 15 of 15 Michael Crooke Shares Advice For Budding Designers
  • Michael Crooke - Interview - Patagonia
  • 4/19/2001
  • Michael Crooke
  • 0 min. 55 sec.