In 1973, a climber, outdoor author and Army Map Agency employee in St. Louis by the name of Bob Mooers, convinced Chouinard Equipment - the predecessor to outdoor industry giant Patagonia - to open him as a dealer. Mooers started a climbing shop in a small room upstairs from the home-winemaking shop he was moonlighting on the side. Within a month, climbing was outselling winemaking, which was soon abandoned, in a move to a new larger space.
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