Actually yeah, should have thought that. TNF is now listed so all the shareholders will care about is sales. No care who to.
Interestingly the founders of both TNF and Patagonia were old climbing buddies and both set up around the same time originally selling climbing equipment. TNF founder sold out in the 80s I think. Patagonia is still predominantly owned by its founder, who actually bought a lot of Patagonia and set aside as a nature reserve. Lots of ethical and feel good stuff about that co too.
I'll happily pay what some would think is silly money for clothes from brands that I agree with ethically/responsibility/environmentally or are highly technical in nature.
Theres four or five cos that I predominantly buy all my clothes from due to being happy with the above after looking into their business models.
In an ideal world, people would take more responsibility with their purchases. Not throw away fashion or because some 'designer' wrote their name on something.