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When mountaineer Yvon Chouinard founded the premium brand adventure clothing company Patagonia in 1973, he was determined to 'build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis'. He set out to create a truly responsible company, one that others could look to as a model of 'environmental stewardship'. In 2008, Rose Marcario joined him, eventually becoming CEO in 2013. She embraced Chouinard's vision and strove to instill sustainable business practices and products into the company. During her tenure, sales reached USD1 billion and profits tripled. With painstaking effort, the company embedded circular economy principles into its culture and strategy , leading to recognition in 2017 as Patagonia received the Accenture Strategy Award for Circular Economy Multinational at the World Economic Forum. Today, amid growing concern over climate change, dwindling natural resources, and increasing social economic exclusion, the globally respected brand and solid success of Patagonia show just how visionary and pioneering the leadership has been. With a new CEO at the helm and growing global interest in the circular economy - is now the time for Patagonia to broaden its reach? The case examines what Patagonia has done to date and importantly - asks what more can it do to seize this moment, and convince other business leaders to pursue a similar circular economy path, thereby fulfilling Patagonia's mission to 'save our home planet'.