On March 21, workers at the Patagonia store in New York City’s SoHo neighborhood voted unanimously to join the RWDSU/UFCW—marking the first Patagonia location in the eastern United States to unionize. The election was conducted via an in-person secret ballot vote on-site at the store and administered by the National Labor Relations Board.
The workers, who are employed in full-time and regular part-time positions, including customer experience guides and team leaders, joined the RWDSU/UFCW to address a growing disconnect between the company’s public values and the daily realities of its retail staff. In their push for a union, workers cited a desire to regain lost benefits, including the restoration of previous Paid Time Off policies and health care coverage that had been rolled back. Workers also organized to secure guaranteed professional development opportunities and tuition reimbursement, benefits that were once a staple of the Patagonia experience, but have recently been eliminated. In unionizing, workers at Patagonia’s SoHo store are fighting to ensure their jobs are as sustainable and respected as the products they sell.
“We voted ‘union yes’ because we believe in Patagonia’s mission, but a mission is only as strong as the people who carry it out every day on the floor,” said Morgan Skelton (she/they), a customer experience guide at the SoHo Patagonia store. “For too long, the ‘Patagonia family’ felt like it stopped at the manager’s office. Today, we’ve secured our seat at the table to ensure our expertise is respected and our livelihoods are protected. We aren’t just selling gear; we’re providing a better experience for customers while building a sustainable future for retail workers in our industry.”
“With this victory, not only will we continue to push forward to be heard, but also work together as a team to strengthen the work environment that we all care for,” said Jeremy Cuevas (he/him), a customer experience guide at the SoHo Patagonia store.
“The workers at Patagonia SoHo have proven that even at a company with a ‘progressive’ reputation, a union contract is the only way to guarantee a voice on the job,” said UFCW Executive Vice President and RWDSU President Stuart Appelbaum. “These workers are part of a powerful movement of retail workers across New York City and the outdoor industry who are refusing to let their benefits and workplace culture be stripped away. We are proud to welcome them into the RWDSU.”
Workers at the Patagonia store in Reno, Nev., joined UFCW Local 711 in 2024, becoming the first Patagonia store in the country to unionize.
