"Purchase less stuff, own a few things that are very high quality that last a long time, and that are multifunctional," urges Patagonia's founder Yvon Chouinard. Despite owning a hugely successful company with a wealth of products at his fingertips, Chouinard claims to still be wear the same flannel he's had for 20 years, because he doesn't want to be part of the problem: "The reason why we won’t face up to our problems with the environment is that we are the problem. It’s not the corporations out there, it’s not the governments, it’s us. We’re the ones telling the corporations to make more stuff, and make it as cheap and as disposable as possible. We’re not citizens anymore. We’re consumers. We’re in denial that each and every one of us is the problem. And until we face up to that, nothing’s going to happen." Following Chouinard's example, lets all try to simplify our lives by purchasing less, and only things that are of high quality.