Clothing and outdoor gear company Patagonia went viral for a clever message it managed to hide on the back of its clothing tags - and there's a very important reason behind the move.
In 2020, the brand puzzled some of its customers after they found a message written in the back of a label.
People who had bought clothes from Patagonia weren't sure at what point in the production line the message had appeared, and took to social media to check with fellow Patagonia lovers.
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While not everyone was able to find the same four-word message on their tags, the company's little jest gained popularity and drew attention to a good cause.
Founded by American rock climber, environmentalist, philanthropist and outdoor industry businessman Yvon Chouinard, the brand has become known for its commitment to the environment.
The message in question may be read as an invite to customers to exercise their right to vote and choose politicians who are aware of the dramatic effects of climate change instead of supporting climate change deniers.
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"Vote the a*sholes out," is the message found on the back of the tags of Patagonia's Regenerative Organic Stand-Up Short, prompting speculations about its real meaning at the time.
After the initial confusion, Patagonia confirmed the message holds the middle finger to climate deniers.
"We have been standing up to climate deniers for almost as long as we've been making those shorts," a spokesperson told CNN at the time.
They went on to explain that the brand’s CEO has been saying the phrase for years in reference 'to politicians from any party who deny or disregard the climate crisis and ignore science'.
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The feat may date back to three years ago now but the conversation about climate change and how Patagonia and others are doing their bit to delay its effects is very much still on.
Reddit users are talking about the Patagonia message, with some reflecting about how those four words don't pick a specific political side.
"But the message will be interpreted differently depending on which side of the divide you fall on, or even as a repudiation of all politics," one person noted.
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"Why don't they simply write vote climate denying politician out of office? I guess they don't want to actually risk revenue by clearly expressing what they want, but would like the credit for almost saying it?"
Others renewed their love for the brand, praising its durable products and the commitment to fight climate change.
"Love Patagonia," one person wrote. "Beautiful, well made products. And all profits donated to good causes, namely fighting climate change."
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Finally, others were sad not to have ever found the message on any of their Patagonia products.
"We have a bunch of Patagonia clothes but I've never found a label like this (unfortunately)," said one person.
Featured Image Credit: Michael M. Santiago/Getty Images/Reddit/r/interestingasf*ckTopics: Fashion, Environment