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HOT TAKES: The People Cheer on as Oil and Gas CEO Hoists NorthFace by its own Petard

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My colleague Kira Davis reported on this case of WOKE virtue signaling gone horribly wrong.

The CEO of a Denver-based oil and gas company has launched a campaign to push back against thoughtless corporate wokeism in epic fashion.

Chris Wright is the CEO of Liberty Oilfield Services and was moved to spearhead a publicity campaign against popular outdoor recreation supplier The North Face after they reportedly rejected providing coats for the employees of a Texas oil and gas company. The North Face said such a move would violate their “brand standards” and compared it to providing products to the pornography industry.

The campaign has launched a website and erected billboards around North Face’s offices in Denver. The social media arm of the campaign has been named “Thank you, North Face.”

It’s less than two minutes and is well worth the chuckle. It’s also an exceptionally smart counter to this ridiculous level of so-called conscious corporatism.

When Virtue signaling backfires

— mike gonzales (@gonzoblue42) June 7, 2021

The tweet and the video did the work of not only bringing a smile to faces, but pointing out NorthFace’s lack of foresight in its hypocritical stance.

Hilarious. I love it. Irony is fun.

— Lane (@XUnfairDestinyX) June 7, 2021

It is indeed, and only the intelligent truly get it.

People really don’t know how much stuff is produced with petroleum.

— 69 Nova (@ChevySSNova) June 6, 2021

I guess. You would think a company that makes environmentally sound (we suppose) and durable, temperature-controlled clothing would know how they produce their own product. Guess when you mostly outsource to China, Vietnam, and India, you lose some of that knowledge of quality controls.

But it’s not Liberty Oil’s problem that NorthFace’s marketing team has no idea that the non-renewable petroleum derivatives that fleece is produced from is still… petroleum.


HERE HERE NORTH FACE! I SALUTE YOU! Now, keep this up! This winter I expect you to not use any of that dirty natural gas to heat your house! And Bike everywhere , don’t use gasoline, and EVs are fuelled by Electricity made from fossil

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