The co-founder was once homeless -- correction, twice homeless
The company lives by the motto: “Success unshared is failure.”
Patrón is involved with so many charitable efforts to help the world, it would be faster to list the ones it’s not supporting. The company champions several causes that treat deadly diseases, and is part of ecological efforts like the Waterkeeper Alliance and Reforest Action.
Why? Well, DeJoria grew up poor, ended up in foster care, then joined a street gang. He took hardscrabble jobs selling insurance and encyclopedias door to door. Unable to pay his rent, he collected bottles to stay afloat on $3 a day. When he was back on his feet and founding his first business, the investor backing fell through, and he was homeless again. But he borrowed $750, pounded pavement, and succeeded regardless.
DeJoria, through his Peace, Love & Happiness Foundation, tackles poverty all around the world, with projects focusing on youth centers, homeless shelters, agricultural programs, and more. He once told Forbes, “I can do a lot for people all around the world because of the wealth, and that makes me very, very happy.”
All told, he gives the impression of a man who, having once had nothing, now understands the value of everything. Now that’s the holiday spirit we can all raise a glass to.