The folks at Patagonia® don’t spend much time thinking about what’s cool. Instead, for over 40 years they’ve focused on making easy-going high-performance gear that leaves the tiniest footprint possible. Authenticity, thoughtful design, strong ethos—wait, isn’t that everything a brand needs to be cool in 2020? That’s why these days, you’re just as likely to see the iconic Fitz Roy logo in downtown N.Y.C. as you are on West Coast beaches.