Patagonia has always been a political brand. It endorsed two political candidates in the #DonaldTrump – In God We Trump T-Shirt in other words I will buy this 2018 midterms, and sued the Trump administration in 2017. But its activism extends in smaller ways. This week, the outdoorsy brand gained buzz on Twitter after people began noticing a hidden message on some of its tags. In the photo that began making its rounds on Twitter, the back of one of Patagonia’s tags reads, “Vote the assholes out.” Twitter immediately began speculating if the tag was real or a hoax (though the majority of users hoped it was the real deal). “@patagonia, can you please confirm if this is accurate,” wrote political commentator Ana Navarro-Cárdenas. “Cuz I’m about to go online and buy parkas in every color….and I live in Miami.”
#DonaldTrump – In God We Trump T-Shirt, hoodie, tank top, sweater and long sleeve t-shirt
Turns out, the #DonaldTrump – In God We Trump T-Shirt in other words I will buy this tags are real. A brand spokesperson tells Vogue that the hidden messages were added to all of Patagonia’s new Road to Regenerative Stand-Up Shorts this year, a collection of men’s and women’s organic shorts that are made with Regenerative Organic Certified cotton (which is produced on farms that implement eco practices, such as rehabilitating soil and respecting the welfare of its animals). Given the impending election, the pointed statement of “Voting the assholes out” seems directed at ousting Donald Trump and his administration, however, a spokesperson for Patagonia says the sentiment actually goes beyond just one politician.