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Protect the ocean so it can protect us

Our future is tied to the ocean. Its shared seas connect us through food, culture and sport. The home of amazing, abundant life, it’s also a powerful climate solution. Yet the practice of bottom trawling threatens to destroy this precious resource—bulldozing our ocean floor, undermining small-scale fisheries and deepening the climate crisis. Let's end this destructive practice, starting with an immediate ban in marine protected areas and inshore zones.

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Jenni Swadding

Country Manager Sweden, Denmark, Finland & Baltics

Start year: 2020
Work location: Stockholm, Sweden

Why do you work for Patagonia?

Before joining as an employee, I had already been working with the brand (as an external partner) for the last ten years. During this time, I discovered that Patagonia and I share the same values. And here I have the opportunity to do my part to save our home planet. Of course, the products we build can also really make a difference - both in terms of environmental impact and when, as a customer, you are wearing them outside.

What is your number one piece of Patagonia gear?

A Knifeblade pullover that I bought in 2012. It’s very versatile - perfect for hiking because it has good ventilation. And, with the right layers underneath, it keeps me warm and keeps the cold wind out.

What do you like doing outside of work?

Being outside, hiking and trekking in the forest. I love to see how the forest ‘changes its clothes’ during the different seasons. Another of my favourite things is observing animals and birds in the wild, in their natural habitat. And cooking outside, over an open fire.

How has working for Patagonia changed you?

I take more responsibility for what, and how much, I consume - for example, what kind of food I eat, where it comes from and how it is produced. It has driven me to look for ways I can make a smaller impact on the environment.

Who is the most memorable person you have met whilst working at Patagonia?

Ryan Gellert (Patagonia’s global CEO who was the General Manager for Patagonia EMEA until 2020). He elevated the brand in Europe to a totally new level and has made sure we never forget our mission: to save our home planet!

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