Anyone who visited Patagonia’s website last Monday in search for some warm mittens was in for a surprise.
The outdoor brand posted a sinister accusation on its homepage after President Donald Trump cut the size of Bears Ears and Grand Staircase National Monuments in Utah. The message, in bold black and white, was a sore warning of what the company sees as an illegal move.
Patagonia founder Yvon Chouinard told CNN he too plans to sue the president. The banner urged people to take to social media, using the hashtag #MonumentalMistakes to protest the order. ‘I’m going to sue him,’ Chouinard said. ‘It seems the only thing this administration understands is lawsuits. I think it’s a shame that only 4% of American lands are national parks. Costa Rica’s got 10%. Chile will now have way more parks than we have. We need more, not less. This government is evil, and I’m not going to sit back and let evil win.’
This is a good stand for a good cause. Cynics may argue that Patagonia contributes to the industrialisation of the environmental tourism trend, which, in itself, can pose a threat to the same national monuments it seeks to protect.
But it’s hard to knock the brand for this effort. Even if it helps them flog a few extra mittens.
