Mihela Hladin Wolfe is Patagonia’s Director of Environmental Initiatives for EMEA. Born in Slovenia, she has lived and worked in Europe, the US and China, dedicating her career to environmental activism and public awareness.
Growing up in a fast-growing, coalmining town, surrounded by incredible natural beauty gave Mihela an innate stubbornness for taking on ‘unsurmountable’ challenges and a determination that change is possible.
In 2007, she founded Greennovate, a social enterprise in China. The company constantly aimed to push traditional barriers, integrating sustainable concepts into business and community practices and designing awareness programmes for Chinese youth and global consumers.
At Patagonia, Mihela is the guiding force for all of the brand’s environmental initiatives across EMEA, including brand environmental campaigns such as Save the Blue Heart of Europe. Mihela also leads the 1% For The Planet grantees programme for Europe, working with around 100 NGOs across the region, on issues such as finding solutions to, and mitigating, climate change, restoring forests and rivers, protecting critical land and marine habitat and supporting local, organic and regenerative agriculture.