It’s 1970 and The North Face’s new owner Hap Klopp is on a mission to turn the dirtbag outdoor store he bought into an industry trailblazer. But with outdoor activity still a niche pastime, he’s going to have to do more than create gear – he’s going to have to create a market too. But Klopp’s not the only one tapping into new opportunities. Climbing equipment maker Yvon Chouinard is about to make a chance discovery in Scotland. It will lead him into the apparel business through a new venture called Patagonia.