"It's All Home Water"—Patagonia launches fight for a fishable future

The iconic brand's new initiative aims to help anglers tear down dams, eliminate hatchery fish farms, and defend wild fish and wild waters
oregon steelhead fly fishing
From Patagonia's new photo-essay, 'Steelhead Green' (photo: Jeremy Koreski).

Over the years, the Patagonia name has become almost synonymous with environmental activism and responsibility. Though the brand has long been associated with ethical business practices and environmental awareness, over recent years, Patagonia has redoubled its efforts and made environmental stewardship the keystone of its corporate mission. In 2012, Patagonia was the first California company to apply for and receive B corporation certification, which legally requires Patagonia to do business in a manner that prioritizes the interests of its workers, the community and the environment—not just its shareholders. Patagonia has spread its activist wings in a myriad of ways, such as its Action Works campaign; its direct funding of grassroots environmental organizations; groundbreaking films like DamNation, Artifishal, Blue Heart and Takyana; climate change advocacy and much, much more.

Yesterday, Patagonia announced the latest effort in its ongoing activist commitment, introducing the “It’s All Home Water” campaign. It’s an initiative that, according to Patagonia, combines grassroots advocacy, resource protection and new angler recruitment in an effort to ensure a fishable future—one that urges anglers to “Stand for the waters you stand in.”

“Fly fishing is more than rods, reels and waders,” said Matt Millette, Patagonia’s Head of Marketing for fly fishing.

“As a company, it’s our responsibility to provide the tools and opportunity for all anglers to fight for a wild, fishable future. We’ve always been about solving fishing problems, with this step we are now focused on developing tools for anglers to not only join in the fight for wild fish, but to win that fight. Now is the time to act with urgency,” said Millette. “As anglers, we see firsthand the dramatic effects of climate change on our fisheries and ultimately our planet.”

oregon steelhead fly fishing
From Patagonia's new story, 'It'a All Home Water: Oregon Steelhead' (photo: Jeremy Koreski).

Fly fishing, Millette added is “about a connection, and we are committed, above all things, to honoring that connection. As anglers, we will protect what we love.”

One of the core facets of the campaign, Patagonia explained, will be collaboration with fish-advocacy groups, individual anglers and other partners in the fishing industry to tackle some of the most pressing challenges facing our fisheries: tearing down deadbeat dams, eliminating hatchery fish farms and protecting wild fish and the wild waters they swim in from short-sighted greed, poor management, and the ravages of human-induced climate change.

Storytelling will also be a key component of the “It’s All Home Water” campaign and Patagonia is launching the initiative with two new features — a story and a photo-essay — both focused on Oregon steelhead. Both are penned by Steve Duda, longtime editor of the Fly Fishing Journal who made the jump to Patagonia in 2018, are illustrated by images from accomplished outdoor photographer Jeremy Koreski, and feature renowned Oregon steelhead guide Jeff Hickman.

oregon steelhead fly fishing
Another shot from 'Steelhead Green' (photo: Jeremy Koreski).

Head to Patagonia’s website to read “It’s All Home Water: Oregon Steelhead,” view the photo-essay “Steelhead Green,” or to learn about how you can get involved in fighting for a fishable future.