On Monday, President Trump said he'll shrink two national monuments in Utah: Bears Ears National Monument by more than 80 percent and Grand Staircase-Escalante National Monument by 45 percent. As a result, the monuments will break into three separate parts, fundamentally changing them forever. And outdoor clothing company Patagonia is preparing for legal action. (Related: America's Most Popular National Parks Might Raise Their Entrance Fees to $70)
"We've fought to protect these places since we were founded and now we'll continue that fight in the courts," Patagonia's CEO Rose Marcario said in a statement Monday, adding that the president's actions should be considered "unlawful."
"A president does not have the authority to rescind a national monument," she continued. "An attempt to change the boundaries ignores the review process of cultural and historical characteristics and the public input. We're watching the Trump administration's actions very closely and preparing to take every step necessary, including legal action, to defend our most treasured public landscapes from coast to coast."
— Patagonia (@patagonia) December 4, 2017
This move isn't entirely uncharacteristic of Patagonia, which already donates 1 percent of its daily global sales to environmental organizations. Last year, they also donated 100 percent of their Black Friday sales to environmental charities in an effort to protect air, water, and soil for future generations.
But the brand is taking things to another level: Patagonia changed its homepage to a black background with the message "The President Stole Your Land" written in white in the center.
"This is the largest elimination of protected land in American history," the message continues, providing direct links to support groups that are working together to fight and preserve public lands.
— REI (@REI) December 4, 2017
Other eco-friendly brands have also followed suit: REI changed its homepage to a photo of Bears Ears National Monument, accompanied by the words "We ❤ Our Public Lands." North Face also announced that they will donate $100,000 to an education center for Bears Ears.
— The North Face (@thenorthface) December 4, 2017
On top of environmental ramifications, The Outdoor Industry Association said that this move by the Trump administration will also cost many people their jobs and hurt the economy. "[This decision will be] detrimental to the $887 billion outdoor recreation economy and the 7.6 million American jobs it supports," the association said in a statement Monday. "[It] will harm hundreds of local Utah communities and businesses, will stifle millions of dollars in annual economic activity, and threatens thousands of jobs in the region."