Jennifer Ridgeway, 69, a three-decade veteran at Patagonia credited with...

Jennifer Ridgeway, 69, a three-decade veteran at Patagonia credited with creating the outdoor brand's aesthetic, has died at home in Ojia, California. She had been suffering from pancreatic cancer. Ridgeway was hired by Patagonia's marketing department in 1973 and wrote copy for its catalogs. She then became the company's first director of marketing and advertising in 1981 and its first director of photography shortly thereafter. As such, she dispatched photographer/athletes all over the world. Speaking to Outside Magazine in 1986, she described the work as helping people “visualize what it's like to be ‘out there,' not stuck sitting at a desk or in front of a TV.” Ridgeway is survived by her husband, Rick, himself a climber, as well as two daughters, a son and four grandchildren.