# Political Clothing Garment Tags Patagonia's Hidden Label Reads "Vote the Assholes out" By Ell Smith | Published 2020-09-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/patagonias-hidden-label References: [snobette](https://snobette.com/2020/09/patagonia-confirms-vote-the-assholes-out-clothing-label-is-real/) & [patagonia](https://www.patagonia.ca/home/) [Patagonia](https://www.trendhunter.com/trends/patagonia-2) has never been quiet when it comes to its political stance, but its latest stunt takes a more direct and creative approach to encouraging consumers to exercise their right to vote. With election day approaching, tensions continue to rise in the United states. With the pandemic, police brutality, and climate change concerns at stake, having the right leader in office is more important than ever. In order to express their political views, Patagonia has attached a [hidden message in its clothes](https://www.trendhunter.com/trends/underaware) reading 'Vote the Assholes Out.' The message can be seen on the underside of the brand's garment tags. Patagonia’s director of copy, Brad Wieners confirmed on [Twitter](https://www.trendhunter.com/trends/rocktangle) that the tags' message was real. Image Credit: Patagonia, @StreetFashion01 ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 84% | Activity: 90% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Direct Political Messaging:** Opportunity to incorporate direct and creative political messaging into clothing and accessories. - **Expressing Political Views:** Increasing focus on expressing political views through fashion and apparel. - **Hidden Messages in Clothing:** Growing trend of including hidden messages or symbols in garment tags and labels. ### Industries Being Reshaped - **Fashion and Apparel:** Fashion brands can capitalize on the demand for politically expressive clothing. - **Marketing and Advertising:** Marketers can explore new strategies to incorporate political messaging into campaigns. - **Textile and Label Manufacturing:** Manufacturers can explore innovative techniques for including hidden messages in fabric tags and labels. ## Related on Trend Hunter - [Activism-Focused Apparel Capsules](https://www.trendhunter.com/trends/aeropostale-1.md) - [Climate-Positive Outdoor Apparel](https://www.trendhunter.com/trends/askov-finlayson-1.md) - [Rewarding Recycling Initiatives](https://www.trendhunter.com/trends/patagonia-2.md) - [Sustainable Warm Parka Designs](https://www.trendhunter.com/trends/stormshadow-parka.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Viral Political Campaign Accessories](https://www.trendhunter.com/trends/harris-walz.md) - [Consciously Designed Climbing Jackets](https://www.trendhunter.com/trends/m10-anorak.md) - [Dispensary-Friendly Voting Campaigns](https://www.trendhunter.com/trends/toke-the-vote.md) - [Environmental Film Platforms](https://www.trendhunter.com/trends/patagonia-films.md)