Calls from conservatives to boycott outdoor brand The North Face continued to grow after the retailer unveiled a Pride Month partnership with the drag queen and environmentalist Pattie Gonia. The campaign, launched on Wednesday, promotes a summerlong Pride initiative that includes events in two cities and the release of a rainbow-themed capsule collection.
In one ad, the social media star, clad in a colorful rainbow dress and surrounded by trees, cheerfully proclaims that they, along with The North Face, are inviting everyone to “Come out … in nature.”
Pattie Gonia’s message that the outdoors is for everyone — including LGBTQ+ people — has resonated with larger audiences online. Their content often features them frolicking in nature and centers on messages of inclusion while also raising awareness of the climate crisis and advocating for the protection of natural resources.
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