Patagonia Is Suing the White House as Companies Like North Face and REI Take a Stand for Public Land

Brand moves follow President Trump's Monday announcement

This is the message displayed on Patagonia's website today. Patagonia

On Monday, while speaking at the Utah State Capital, President Trump revealed his plan to reduce the size of two national monuments—Bears Ears National Monument and Grand Staircase-Escalante—by roughly two million acres. In a swift response to Trump’s revelation, Patagonia revamped its website with a new landing page featuring a black background and white text reading “The President stole your land.” The company also announced that it would file a lawsuit to combat the administration’s decision.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.