Patagonia Brand Fighting Trump National Monument Modifications

Patagonia Website Bears Ears Monuments - Screenshot - H 2017

"The president stole your land."

Outdoor retailer Patagonia is taking a stand against the Trump administration's decision on Monday to reduce the size of two national monuments — Bears Ears National Monument and Grand Staircase-Escalante National Monument — in Utah.

Following Trump's announcement, the company changed its homepage to read: "The president stole your land." The message continues, "In an illegal move, the president just reduced the size of Bears Ears and Grand Staircase-Escalante National Monuments. This is the largest elimination of protected land in American history."

The Ventura, Calif.-based company is pledging to take legal action against the White House, too.

"Americans have overwhelmingly spoken out against the Trump administration's unprecedented attempt to shut down our national monuments," said Patagonia president and CEO Rose Marcario in a statement to AdAge. "We've fought to protect these places since we were founded, and now we'll continue that fight in the courts."

Patagonia's website also provides information on groups that are fighting to protect public lands, including Grand Canyon TrustGrand Staircase-Escalante Partners, Alaska Wilderness League, Friends of Katahdin Woods and Waters and more.

"Patagonia has been in the fight to protect public lands for almost 30 years — and we are proud to have played a part in the establishment of several national monuments," reads the site. "Climbers, hikers, hunters and anglers all agree that public lands are a critical part of our national heritage and these lands belong not just to us, but to future generations."

The New York Times reports that Trump isn't the first president to shrink monuments; Woodrow Wilson and Franklin Roosevelt also made reductions.

In April, Patagonia, known for its eco-friendly fleece jackets, surf and adventure apparel, threatened to sue over an executive order that calls for the Department of the Interior to review national monuments designated since 1996. "A president does not have the authority to rescind a National Monument. 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," Marcario said in a statement at the time.

Patagonia is among several brands to call out Trump for his decisions. In May, Tiffany & Co. sent a message to Trump to keep the U.S. in the Paris climate agreement after he postponed his decision on whether or not to withdraw. (He withdrew the U.S. from the agreement on June 1.) Gap, Inc. and Levi Strauss & Co. were among the major businesses to join the American jeweler's fight.