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The University of California at San Diego (UCSD) has a long history of self-reliance when it comes to energy. Opened in 1960, the university came of age in an era of energy awareness, and its founders sought to position the campus as a home for leading-edge science and technology research.

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This paper examines how Patagonia, “The Coolest Company on the Planet” (Fortune cover story, Casey 2007), pioneered organic cotton and helped to establish a whole new organic‐cotton industry. Based on documents and interviews with the key players, Part 1 describes this innovation and how it spread to create a new industry. Included in this section are the challenges the innovation faced, both within and outside Patagonia, and how these challenges were met.

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Corporations around the world are struggling with a new role, which is to meet the needs of the present generation without compromising the ability of the next generations to meet their own needs. Organizations are being called upon to take responsibility for the ways their operations impact societies and the natural environment. They are also being asked to apply sustainability principles to the ways in which they conduct their business.

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