Outdoor clothing company Patagonia has come up with a unique way to encourage its customers to voice their concerns about the environment: a label with “Vote the Holes” is being woven into some of its new shorts.
Outlander Magazine was the first to report the news, publishing a weekend tweet highlighting the activist’s post. Patagonia spokesperson Tessa Byers confirmed to NBC News that her 2020 organic stand-up shorts “Men’s and Women’s Road to Regeneration” contain the message under the inner label.
We’ve been resisting climate deniers for almost as long as we’ve been making these shorts, Byers said. The message is not explicitly addressed to the current administration, but it is a message that Patagonia founder Yvon Chouinard has been using for years, according to Byers.
“He is referring to politicians of any party who deny or ignore the climate crisis and ignore the science, not because they are unaware of it, but because their pockets are filled with money from the oil and gas interests, ”Byers said.
The California-based activist brand’s move comes as nearly 100 wildfires burn millions of acres on the West Coast, and in the middle a multitude of lawsuits filed by cities across the country alleging that the oil and gas industry has acted deceptively about its role in climate change.
This isn’t the first time Patagonia has made headlines for trying to hold politicians accountable for their actions. In 2017, the company sued President Donald Trump after issuing a proclamation to downsize Utah’s Bears Ears and Grand Staircase-Escalante National Monuments.
As Trump said he was overturning the federal scope, tribal leaders and environmentalists said the president’s decision would put a host of Native American artifacts, dinosaur fossils and rugged spaces at risk.
Patagonia’s new tag received mixed reviews, with some dismissing it as a marketing ploy while others thanked the company for its long-standing social activism and said they hope the tag triggers positive change.
“As parts of our country are literally burning and being destroyed by the effects of climate change, it couldn’t be more welcome,” said Senator Jen Jordan, D-Ga., tweeted. “It is time to listen to the experts and do something. Vote like your planet is on fire!”
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