Patagonia wants the outdoor industry to start a pro-public lands movement as powerful as the NRA

Patagonia founder Yvon Chouinard has called on the outdoor industry to join him in backing politicians who believe in preserving public lands; his company has now backed Montana Democratic Senate incumbent Jon Tester (facing a Trumpian challenge from Republican Matt Rosendale, who espouses the cultlike belief that the Constitution bans the federal government from owning land, a belief that was spread by Cliven Bundy and a group of racist Mormon extremists) and Nevada Democratic Congressional incumbent Jacky Rosen with a 97 percent approval rating from the League of Conservation Voters.

Patagonia CEO Rose Marcario says the outdoor industry should lead a political movement as well-organized and effective as the NRA, but aimed at protecting public lands. Both conservative and liberal voters disapprove of Trump's record on public lands, making it a rare bipartisan issue.

With the momentum of the past two years, this almost seems an inevitable step for Patagonia. The companys current CEO, Rose Marcario, has said shed like to see the outdoor industry become a political force like the NRA. We cannot give up an inch of protected land on our watch, Marcario told Streep. Not an inch. That campaign kicked off most publicly when Patagonia forced a decision on the governor of Utah: either come out against President Trumps plan to shrink Bears Ears National Monument, or Patagonia, REI, and the North Face would use their clout to move the Outdoor Retailer show and the $45 million it bestowed on the states economy each year.

Now the shows home is Denver.