Patagonia founder Yvon Chouinard is well regarded for offering other brands and companies a model on how not to fuck up the planet and do business without being a jerk.

On Wednesday,he gave away his company.

“I never wanted to be a businessman,” he wrote in the announcement. “I started as a craftsman, making climbing gear for my friends and myself, then got into apparel. As we began to witness the extent of global warming and ecological destruction, and our own contribution to it, Patagonia committed to using our company to change the way business was done.”