It’s a sales pitch that has yielded big profits. The North Face reported annual revenue of $2.3bn last year, with 200 stores around the world. Patagonia is smaller, but growing more rapidly. The company had sales of $800m in 2016, twice as much as in 2010, and has 29 standalone stores in the US, 23 in Japan, and others in locations such as Chamonix, the French ski resort.
Well done to The Guardian, thinking that revenues equal profits.