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Patagonia’s secret political messaging: Clever stunt or bad PR move?

Last month, US outdoor clothing brand Patagonia caused a stir after a Twitter user spotted an unusual message lurking hidden at the back of a label on a pair of the brand’s shorts. The message read: ‘Vote the assholes out’. The brand has since confirmed the decision was deliberate, and that they had sewn the message into every pair of a particular style of shorts. A quick Google search will tell you that this Tweet snowballed into a viral media storm, getting picked up by hundreds of news