Many Santa Cruzans might think of the small Patagonia outlet store on River Street as the only local vestige of the iconic outdoor lifestyle brand forged on environmental consciousness that made big headlines recently. But the company’s ethos, made loud and clear by founder and indignant billionaire Yvon Chouinard, is also carried on by people like Kyle Thiermann, a Santa Cruz kid who grew up with a different idea about what a pro surfer could be.