Patagonia isn’t just a clothing brand, it’s an activist platform walking in hiking boots. From fighting for public lands to inserting “Vote the Assholes Out” tags in its shorts, Patagonia blends environmental causes, political stances, and marketing into one loud, proud package. For consumers who just want durable outdoor gear, it’s hard to escape the constant messaging. Patagonia sells identity, activism, and conscience along with fleece.
When Georgia passed its voting law in 2021, Patagonia jumped into the political brawl by donating to organizations fighting the legislation. The company positioned itself as a defender of “democracy,” but critics saw it as meddling in state politics. For Patagonia, even casting a fishing line now comes with a side of ballot initiatives.
Patagonia literally stitched politics into its clothing by adding the phrase “Vote the Assholes Out” to some of its shorts and gear. What used to be a brand about mountains and adventure now doubles as a wearable political campaign. Customers who just wanted hiking gear ended up buying an unsolicited lecture. For Patagonia, every pocket is now a ballot box.
Patagonia doesn’t just sell outerwear, it sells activism, with a loud emphasis on climate change campaigns. From lobbying for fossil fuel reductions to suing the Trump administration over public lands, the company embraces full-time political activism. While some applaud it, others just want a warm jacket without the side order of protest slogans. Patagonia is less “gear company” and more “nonprofit with a clothing line.”
Patagonia regularly highlights LGBTQ inclusion during Pride Month, promoting campaigns that frame outdoor spaces as places for identity expression. The company sells rainbow-themed products and amplifies LGBTQ activist voices across its marketing channels. While pitched as representation, many customers see it as another case of activism stitched onto a fleece jacket. Patagonia has turned the trailhead into a platform for politics.
