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Patagonia’s new tags go viral via hidden political message

Earlier this week, the American outdoors brand gained a lot of attention on Twitter after people started noticing a hidden message on the backside of their Patagonia clothes’ tags. On some of the tags, the text ”VOTE THE ASSHOLES OUT” could be seen if you turned the inner tags around.

According to Vogue, Patagonia founder Yvon Chouinard himself made sure the tags we’re arranged for various pieces.

— Yvon has been saying ‘vote the assholes out’ for several years. It refers to politicians from any party who deny or disregard the climate crisis and ignore science, not because they aren’t aware of it, but because their pockets are lined with money from oil and gas interest, says Tessa Byars, a Patagonia spokesperson to Vogue.

It is not the first time that Patagonia gets politically involved, the brand supports environment activists and has various sustainability projects running. Like the self-imposed Earth tax that started in 1985, where the brand pledges 1% of sales to the preservation and restoration of the natural environment.