Patagonia and Stella McCartney playing different roles

Patagonia's most recent move is to release a documentary "Jumbo Wild" about protecting wilderness and originality of nature in Jumbo Valley. To be short, Jumbo Valley is a backcountry area in British Columbia, which is renowned among skiers for its natural environment and wilderness. The movement Patagonia involved with local conservatives, nature lover and skiers, is to resist a large-scale resort developing scheme.
I would also like to mention Patagonia's Tools Conference, a four-day intensive meeting of activists who will receive Patagonia's guidance about how to organize so that they can reach goals without encountering internal disorder.

These two presses are on their website, click through: http://www.patagoniaworks.com/press

These moves are quite impressive, in that they are not related to Patagonia's business, not very closely at least, yet through which I recognize that sustainability has been integrated into Patagonia's core value and vision deeply. Their don't aim at only making business sustainable. Moreover, they have ambition of support sustainability through whatever measures they got.

I also quickly searched about Stella McCartney. They are devoting in leading top fashion without hurting animals. Likewise, they realize about the cruelty existing in supply chain and workers. Recycling project is on running. Their moves deserve applause as well. But comparing with Patagonia, I sense the difference between integrated sustainable mindset and sustainable business.