Since yesterday, visitors to Patagonia's website won't see the brand's latest offerings. Instead, the company's landing page reads "The President Stole Your Land."
The stark message is referring to Trump's decision to shrink the Bears Ears and Grand Staircase-Escalante national monuments in Utah. In a controversial move, Bears Ears was reduced by 85 percent of its size, while Grand Staircase-Escalante lost 50 percent of its land.
Patagonia is calling the decision "an illegal move" and "the largest elimination of protected land in American history." It has also vowed to challenge the decision legally. Brand CEO Rose Marcario stated, "We’ve fought to protect these places since we were founded and now we’ll continue that fight in the courts."
Last night, The North Face announced that it was joining the fight by contributing $100,000 to fund an education center outside Bears Ears.
To find out more about why Patagonia is fighting to save Bears Ears and Grand Staircase-Escalante and what you can do to help, head to the Patagonia online store.
This isn't the first time Patagonia has launched an environment-first initiative. Earlier this year the company announced it wants you to buy less clothes with its “Worn Wear” program.