Patagonia's Vote
As I’m sure we all know, the election is coming up very, very soon (roughly 35 days, in case you were really wondering). Now don’t get too stressed, this isn’t going to be an outright political blog post; but this blog is centered on fashion and sustainability, so… I would say that I believe in climate change and global warming. In fact, have you heard about the digital clock in NYC’s Union Square that measures “…a critical window for action to prevent the effects of global warming from becoming irreversible” (Moynihan, 2020, para. 3). According to “The Climate Clock,” there are only 7 years left to fight for the future of our planet before its too late (para. 17). One of the two artists who created “The Climate Clock,” Gan Golan stated about its purpose, “this is our way to shout that number from the rooftops…the world is literally counting on us” (para. 6). All this is to say, with the election coming up so soon, time really is running out to put people in office who take climate change and its effects seriously.
“The Climate Clock” in Manhattan’s Union Square.
In fact, Patagonia had something to say about it too. As stated by Jonathan Evans (2020) in an article for Esquire:
Last weekend, a photo started making the rounds on Twitter. It was a simple shot, a closeup of a clothing tag being pushed up by the tip of a finger to reveal the underside. Behind it, the peaks of the mountains on Patagonia’s instantly recognizable logo were visible. In the foreground, on the flip [side] of the part of the tag that presumably noted sizing, a four-word message: “Vote the assholes out.” (para. 1)
Unsurprisingly, many people questioned the legitimacy of the tag – could this actually be real?! In fact, YES, it is 100% real! According to Corley Kenna, Patagonia’s Director of Global Communications and Public Relations, the brand’s design team sneakily stitched the message onto the tags of a batch of the “Road to Regenerative” shorts. Once the shorts made it to Patagonia’s Reno, AZ distribution center, the executive team decided to go ahead and sell the shorts to see who would discover the hidden message. And so far, this message has been well received with more than 55,000 likes on Twitter and countless coverage in major media outlets.
While some may find it controversial or risky to actually use the term “assholes,” the Patagonia team feels as if its right up the brand’s alley. Kenna stated in an interview with Evans (2020), “well, so here’s the thing though: the saying ‘vote the assholes out,’ we’ve been saying that at Patagonia for a few years” (para. 5). In fact, Patagonia’s founder Yvon Chouinard recently wrote in a letter to the organization 1% For the Planet, which he helped found, “remember, vote the assholes out” (para. 6). Sustainability has been at the heart of Patagonia’s mission since its foundation in 1973. Each and every time you purchase a Patagonia product, 1 percent of the sale goes to 1% For the Planet, which helps to fund thousands of grassroot environmental organizations. So, no, Patagonia doesn’t find the use of the term “assholes” controversial at all – in fact, it’s perfectly fitting. Patagonia is passionate about climate policies and environmental issues; and it used its “vote the assholes out” tag as a way to spark conversation amongst its consumers in a cheeky way.
When it comes to election day in November, remember that this is an opportunity to put more people into office who will acknowledge climate change and fight for climate policies. On top of that, the responsibility does not lie solely in the hands of the President and Vice President. As Kenna states in his interview with Evans (2020), “there’s the top of the ticket, the presidential, obviously, all the way down to local races. And we really want people to take the time to study their ballot, and to vote all the way down ballot” (para. 13). And of course, if you want to learn more, Patagonia’s website has resources about candidates and ballot measures.
Okay, so, to sum things up, do your research! Vote! Shop sustainably!
Bye for now,
McGee