Long known for its environmental and social responsibility, outdoor apparel and gear giant Patagonia raised that bar a little higher with the announcement that it has hired a dedicated environmental advocate, the first-of-its-kind position in the industry.

A veteran environmental lawyer, Avi Garbow was the longest-tenured general counsel at the U.S. Environmental Protection Agency when he held the role from August 2013 to January 2017, according to his LinkedIn profile and a Patagonia statement announcing his hire. Garbow spent four years as deputy GC at the agency before ascending to the top lawyer spot.