The European Outdoor Conservation Association, of which – as reported – this publication is the latest member, has awarded Patagonia with the title of “Conservation Champion.” This prize was granted to the company for three reasons: First, Patagonia under the leadership of its European chief, Holger Bismann, has spent loads of hours on EOCA's work. Secondly, it sold a huge amount of gear in the framework of the federation's fundraising campaign during the OutDoor show in Friedrichshafen; and thirdly for the fact that Patagonia Europe nominated EOCA one of the latest recipients of the brand's “1% for the Planet” initiative. Patagonia was named conservation champion shortly after Original Buff won the same title thanks to the latter's donation of 1 percent of its turnover from merino products to three of EOCA's conservation projects.