It's not sinister. It's just tax avoidance and creation of a PAC that has a huge but non-controlling share of Patagonia.
"Most of Patagonia’s shares—98%—are going to a nonprofit, meaning that Chouinard will not have to pay taxes on that gift"
"When an exempt organization receives dividends or sells appreciated stock, the exempt organization doesn’t pay taxes. And that’s true for public charities, private foundations, and also 501(c)(4)s"
"If they just gave 100% of their Patagonia shares to the (c)(4), then the (c)(4) would have control over Patagonia. Instead, they’ve created a dual-class structure, sort of like Google or The New York Times, where a minority shareholder actually has majority control"
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https://fortune.com/2022/09/21/patagonia-family-control-shar...
Under Patagonia’s new business structure, company shares have been split between two new entities: the Patagonia Purpose Trust, and the Holdfast Collective charity. The Collective gets 98% of total shares while the Trust gets just 2%. However, the Trust’s 2% of shares also carry all of Patagonia’s voting rights, which means the trust has 100% of company oversight
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https://economictimes.indiatimes.com/news/et-evoke/patagonia...
The new non-profit, the Hold Fast Collective, is a brand new creation from Patagonia itself which is headed by Greg Curtis, a Patagonia corporate lawyer who joined in 2014.
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https://www.thekiteboarder.com/2018/10/16/craft-an-interview...
Yvon Chouinard is 84 years old and his children don't want to work for Patagonia - he has very little choice of what to do. His children are in the incredibly privileged position of not caring about money and even say so. The son is a surfer/kite boarder. Grandchild(ren) are still very young so Yvon is most likely trying to preserve generational wealth because his children do not want to contribute to the preservation and continuance of Patagonia. So his corporate lawyer will do it.