Patagonia has never been shy about sharing its opinions. The socially conscious company has always made environmental sustainability a cornerstone of its brand (last year, it famously donated the $10 million it saved in unexpected tax cuts to grassroots groups committed to finding a solution to the climate crisis). But the wanton recklessness of the Trump administration has spurred the outdoor retailer to take further action, ramping up its activism on a range of issues that span the political spectrum.
Now the company is weighing in with a not-so-subtle message woven into the very fabric of its products. If you saw the viral tweet circulating online over the weekend and crowed with delight, you’ll be happy to hear a spokesperson for the company recently confirmed that, yes, Patagonia is indeed encouraging its customers to “vote the assholes out.” According to the spokesperson, the message—sewn into the back of label—isn’t just meant as broadside against Trump and his cronies. It’s aimed at any politician who denies the reality of climate change and the science surrounding it, and it’s one company founder Yvon Chouinard has favored for years. Fittingly, the label is only being used on the brand’s new “Road to Regenerative” shorts, a product steeped in Patagonia’s commitment to conscious consumption.
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The company’s latest PR coup represents another turn towards the type of savvy political sloganeering—like the brand’s instantly iconic “Don’t buy this jacket” campaign—destined to make headlines and inspire outpourings of support among its already-devoted customer base (often leading to a bump in sales down the line). That Patagonia is one of a few for-profit corporations that can authentically pull of this tricky sort of ethical capitalism is in no small part due to the brand’s very real commitment to the causes it champions.
And if all this makes you want to get out there and buy a pair of the company’s shorts, well, that’s probably the point. Go for it, man. As long as you get out there this November and vote, too.
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Source : Esquire