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While surfing has long been a passion for Patagonia’s founding Chouinard family, the company has only recently begun to be recognized for its advancements in surf product. Fletcher Chouinard, son of legendary founder Yvon, is pushing boundaries with his FCD surfboards, and Patagonia has been slowly building its reputation in some of the top surf shops by pushing the boundaries of technological innovations in the wetsuit world. Add in one of its best looking surf apparel lines for 2012, and next summer is looking to be a break out surf season for the brand.

At the helm of the Surf Division is Jason McCaffrey, a self described surf bum who paid his dues working up through Patagonia’s retail division, living in the parking lot of FCD’s shop, becoming best friends with Fletcher, and eventually going to Pepperdine to get his MBA, which helped him land the position of director of the surf division five years ago. These days McCaffrey has his sites set on nothing less than revolutionizing the company’s surf group by leading the charge with ground breaking wetsuits. We caught up with McCaffrey to learn more about his vision, how surf became the company’s fastest growing division, and how Patagonia’s culture makes it possible.

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