"Business can make a profit without losing its soul" - that's the punch line of this great Fortune article about Patagonia and it's leader Yvon Chouinard.
The "green is good" theme is fine... but that's not the part that struck me. It's more their focus on employees and customers and basically "doing the right thing" (no, not like the Spike Lee movie). The essence of the story (for me) is captured in these words by Susan Casey (who's page I would link to if not for the dead link on Fortune Mag's own site): "When the surf was up or the powder wafted down, employees would be where they ought to be: outside. If an employee's child was sick, the parent would also be where he ought to be: at home."