Following President Trump’s decision to significantly reduce the protection on two national monuments in Utah, Patagonia has announced plans to fight back against the administration. The California-based brand has changed its website to a black page featuring the words “The President Stole Your Land.” The message goes on to describe it as “an illegal move” and state that “the president just reduced the size of Bears Ears and Grand Staircase Escalante National Monuments. This is the largest elimination of protected land in American history.”
Speaking to GQ about the move, a spokesperson for the brand explained that “we feel that we have to pull out all the stops at this point. This is not a time to sit back and let any tool available to us go unused.” Yvon Chouinard, the brand’s founder, had another — more succinct — message, telling CNN: “I’m going to sue him.” As well as opening up legal proceedings, Patagonia are inviting visitors to the site to sign a petition and take action against the decision.
Patagonia has a long history of environmental activism, with the brand donating over $10 million USD to environmental causes last Black Friday and launching its permanent “Worn Wear” line to encourage people to recycle, rather than replace, used pieces from the brand. Read about why more brands should follow Patagonia’s lead.