It is not the first time that Patagonia has made headlines through political actions or open criticism of politicians. In 2017, the company sued President Donald Trump because his government wanted to drastically reduce the size of two US national parks that are protected monuments. On the front page of Patagonia's website was the message: "The president stole your land." Many other environmental projects and environmental actions have been initiated by the brand in the last decades, not only in the US, but worldwide.
Patagonia also has the consumer in mind. For example, the company has been calling for prudent consumption for years and is committed to repairing clothes instead of buying new ones. Patagonia regularly uses global shopping battles like Black Friday for protest actions, either by demonstratively closing its own stores or donating the daily turnover to environmental protection projects.