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Vote the Assholes Out
In September 2020, people who bought Patagonia's Regenerative Organic Stand-Up Shorts started noticing something odd about the label at the back of the waistband. Fold the small white tag over and the reverse, stitched in plain black capitals, read "Vote the assholes out." A photo of it spread across Twitter in the days that followed, and the shorts sold out online within the week. The line was one Yvon Chouinard had used for years and had just put in a letter to the 1% for the Planet community: a call to vote out politicians from any party who deny or ignore the climate crisis. Patagonia's design team stitched it into the men's and women's shorts, a style the company has made since 1973, without a launch, an ad or any announcement, and left customers to find it themselves. Once it was found, Patagonia pointed the attention to its election hub, where visitors could make a plan to vote, look up Senate races and get involved with grassroots climate groups.
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