In a world in which it’s becoming increasingly more difficult not to take a stand on certain issues, some companies have taken it upon themselves to be bolder than others. Nike, with its 2018 ad campaign featuring Colin Kaepernick, the face of the NFL’s police brutality protests, comes to mind, as does Gillette, which stuck its neck out for the #MeToo movement in early 2019.

Others would include Ben & Jerry’s and its efforts to bolster grassroots activism around racial justice issues; Coca-Cola and its support of organizations like the NAACP Legal Defense Fund and the Equal Justice Initiative; and Lush and its focus on combatting the climate crisis.

But it was a tiny message stitched on the underside of a tag tucked inside a pair of shorts that recently upped the ante in this new(ish) age of corporate activism. Sown into that tag, which is attached to a pair of limited-edition shorts from outdoor clothing retailer Patagonia, are four words in all caps: “VOTE THE ASSHOLES OUT”.

If you know anything about Patagonia or its founder Yvon Chouinard — or if you’ve perused their online store recently — whom this statement refers to is no secret. This pointed message aimed at climate change deniers is completely on-brand as far as the environmentally-conscious clothier is concerned, even if it takes things up a slight notch, and even if it’s being viewed by some in the industry as a risky move that could alienate segments of the retailer’s customer base.

But if you consider the 63 percent of estimated Americans who are worried about a warming planet; or the 71 percent of estimated Americans who believe a warming planet will harm plants and animals; or the 86 percent of estimated Americans who support funding research into renewable energy sources (all of this according to data gathered by the Climate Change Communication program at Yale University) — just how risky of a move did Patagonia really make?

On an anecdotal level, I don’t own anything from Patagonia, nor do I think I’ve ever set foot in one of their stores, but their provocative political message has me considering making my first purchase, and I’m hardly an outdoorsman. I’ve got to believe other travel-loving folks would think much the same way, as wandering around this earth and taking care of it kind of go hand-in-hand.

Patagonia, of course, is doing much more to combat climate change than simply stitching tiny hidden messages on clothing tags; for decades, the company has thrown its weight behind grassroots groups working to find solutions to the climate crisis. What’s more, since 2002, Chouinard and company have donated 1 percent of their sales to the preservation and restoration of natural environments, whether or not Patagonia experienced a profitable year.

On top of those efforts, the retailer rolled out Patagonia Action Works in 2019, a digital platform that supports environmental activism by connecting people to local organizations in their communities. Using the online tool is as simple as entering your location. Once it knows where you are in the world, you’ll be shown a list of environmental groups in your area, along with upcoming events and volunteering/petitioning opportunities.

So while some companies may be just jumping onto the corporate activism bandwagon, you can rest assured knowing Patagonia has been the conductor of the train for nearly 40 years (at least in the realm of environmental issues). What you can’t do is get yourself a pair of those limited-edition shorts; they sold out almost immediately.

-LTH