Faith-Based Shopping: Understanding Where Popular Outdoor Brands Direct Their Support
Disclaimer: this post contains information gathered from public sources including corporate websites, news articles, nonprofit databases, and watchdog organizations. I encourage readers to do their own research and come to their own conclusions. This information is current as of November 2025.
As a Christian mama who wants my purchasing decisions to align with my values, I've spent time researching where popular outdoor brands and retailers direct their charitable giving and corporate support. I know many of you share similar concerns about wanting to be informed consumers, so I thought I'd share what I've found.
This post isn't about telling anyone what to do - every family has to make their own decisions based on their own convictions and priorities. But I believe we have a right to know where our dollars are going, especially when it comes to causes that may conflict with our deeply held beliefs. My hope is simply to provide information that helps you make purchasing decisions that feel right for your family.
Why This Matters to Me
When I'm investing in quality outdoor gear for my family, especially the higher-priced items that require real budget consideration, I want to understand the full picture of where that money goes. For some families, this information won't impact their buying decisions at all, and that's completely fine! But for others who share my faith and values around the sanctity of life, this research has been really helpful.
Not interested in the corporate giving angle? That's totally okay! Head back to my main winter gear post for all the practical layering and product recommendations without this section.
What I've Discovered About Popular Outdoor Retailers
Let me share what I've found about some of the most popular outdoor brands and retailers. I've tried to be as thorough and accurate as possible in my research so I hope you find this helpful!
Patagonia
Patagonia makes quality outdoor gear and offers PFAS-free options, which I appreciate from an environmental and health standpoint. However, they have a documented history with Planned Parenthood that some families may want to be aware of.
According to multiple sources including their own tax documents, Patagonia donated to Planned Parenthood historically, with documented contributions of approximately $67,000 between 2012 and 2014. In 1990, when they first donated to Planned Parenthood and received complaints, the company stated they would donate an additional $5 for every complaint call they received. This recount of the $5 for every complaint is widely acknowledged, but I had a hard time finding an actual source for this particular story.
More recently, in June 2022, Patagonia publicly announced they would pay bail for any employees arrested while protesting in support of abortion access.
Founder Yvon Chouinard has stated in his book "Let My People Go Surfing" that their support of Planned Parenthood stems from viewing human population as a primary environmental concern.
It's worth noting that Patagonia is deeply committed to environmental causes and has donated 1% of revenue to environmental nonprofits for decades. Many people appreciate their environmental activism even if they have concerns about other aspects of their giving.
REI (Recreational Equipment Inc.)
REI's charitable focus has evolved significantly over the years. In 2021, they launched the REI Cooperative Action Fund, an independent 501(c)(3) organization that explicitly focuses on making the outdoors "more accessible and inclusive for everyone."
According to REI's own announcements from October 2021, they stated they would "wind down" their previous private foundation (the REI Foundation) and redirect its $6 million in assets to the new REI Cooperative Action Fund.
Updated information as of 2025: The REI Cooperative Action Fund is still operating and has distributed significant funding. In their spring 2025 grant cycle alone, they announced $7.2 million in grants to 76 organizations. In fall 2025, they distributed $4.72 million to 293 organizations. Since launching in 2021, the fund has distributed approximately $36 million total.
The fund focuses on three areas: (1) Connecting more people outside (with emphasis on historically excluded communities including LGBTQ+ communities), (2) Creating more space outside (emphasizing equitable access and community-led projects), and (3) Centering health outside (supporting research on nature and health).
It's worth noting that REI continues to do conservation work and has achieved some impressive environmental milestones, including becoming the first major U.S. retailer to achieve zero waste in 2024.
For families whose primary concern is outdoor access and conservation, REI may still align well with those values. For families who prefer their charitable dollars to go toward broader conservation efforts rather than DEI-focused initiatives, this shift is worth considering.
You can find several organizations that support the LGBTQ+ community which the REI Cooperative Active Fund has recently donated to if you look through their Grantee Database: 1N10 Inc., Brave Trails, Feminist Bird Club, Inclusive Outdoors Project, LGBT Outdoors, Pride Outside, Queer Climbing Columbus, Queer Crush, Queer Nature, Sara Collins at Colorado State University, Stonewall Climbing, The Venture Out Project, Unlikely Riders Inc., Wild Diversity.
The North Face
The North Face, owned by VF Corporation, has positioned itself as a strong advocate for LGBTQ+ causes. In 2021, the company donated over $70,000 to Brave Trails, an LGBTQ+ youth leadership summer camp. The company's parent company, VF Corporation, has received a perfect score of 100 on the Human Rights Campaign's Corporate Equality Index.
In 2023, The North Face launched its "Summer of Pride" campaign featuring drag performer Pattie Gonia, and notably refused to back down when facing calls for conservative boycotts, unlike Target and Bud Light, which retreated from similar campaigns. The company stated that "the outdoors are for everyone" and that their "support for LGBTQ+ communities goes beyond a month or a moment."
For families whose primary concerns center on sanctity of life issues specifically, I found no documented direct donations to Planned Parenthood from The North Face (though some watchdog lists include them as "indirect" supporters through United Way employee matching programs). However, for families who also weigh LGBTQ+ advocacy in their purchasing decisions, this information may be relevant.
L.L. Bean
L.L. Bean has a more nuanced story that's worth understanding fully. In 2017, L.L. Bean was caught in controversy when board member Linda Bean (granddaughter of founder Leon Leonwood Bean) made a personal donation to a pro-Trump PAC.
However, it's important to note that the company itself has consistently stated: "L.L. Bean does not endorse political candidates, take positions on political matters, or make political contributions. Simply put, we stay out of politics."
The company has over 50 family member-owners with views across the political spectrum, and Linda Bean was just one voice among many. L.L. Bean as a company maintains a strong reputation for labor practices, conservation support, and employing thousands of Americans in Maine. The company as an entity does not make political donations.
This is an example where individual family members' actions shouldn't necessarily be attributed to the company itself.
Columbia Sportswear
Columbia Sportswear appears to maintain a relatively low political profile. The company focuses its charitable giving on conservation, youth programs, and community investment in areas where they operate.
Their CEO has stated publicly that they are "not typically a political company." When they do speak on public issues, it's usually about outdoor access and protecting national parks rather than divisive social or political issues.
According to publicly available data, employee donations from Columbia workers have gone to both political parties, suggesting the company doesn't push a specific political agenda on its workforce.
Companies I Feel More Comfortable Supporting
Based on my research, here are some companies that either stay apolitical or focus their giving on causes I'm comfortable supporting:
Let me share more about the American outdoor brands I recommend, including their history, values, and what makes them great options for families seeking quality gear from values-aligned companies.
Established U.S. Outdoor Brands
LL Bean (Freeport, Maine - Est. 1912)
Founded by Leon Leonwood Bean, this company has been a staple of American outdoor gear for over a century. While not all their products are made in the USA anymore, they maintain strong American operations, employ thousands of Americans in Maine, and stand behind their products with an excellent satisfaction guarantee.
What I appreciate: Their commitment to quality, family-friendly values, and staying out of political controversies. They focus on what they do best - making great outdoor gear. As a company, they've consistently stated they don't endorse political candidates, take positions on political matters, or make political contributions.
Columbia Sportswear (Portland, Oregon - Est. 1938)
Started by Paul and Marie Boyle (German immigrants who fled Nazi Germany), Columbia is still family-run today by the Boyle family. While they manufacture globally, they're headquartered in Portland and employ many Americans.
What I appreciate: They're apolitical, focused on innovation and accessibility, and they provide quality gear options. When they do speak publicly, it's usually about outdoor access and protecting national parks rather than divisive political issues.
U.S. Merino Wool Specialists
Ridge Merino (Mammoth Lakes, California - Est. 2014)
Founded by husband and wife team Jeff and Susan Russell, Ridge Merino is a family-owned company based in the Eastern Sierra mountains. They make premium merino wool base layers, mid-layers, and accessories including kids' balaclavas.
What I love: They're truly family-owned and independent, based in a real mountain town where they test all their gear. They're members of 1% For The Planet (environmental focus only with no political activism). Their kids' merino balaclava is 100% merino wool with no chemical additives, which matters when your child is breathing through the fabric all day. I feel good supporting this small American family business.
Woolx (Upstate New York - Est. 2012)
Started by a father/daughter team with over 76 years of family retail history in New York, Woolx creates merino wool clothing for outdoor enthusiasts. They're based near the Adirondack Park and test their gear in the beautiful Upstate NY wilderness.
What I appreciate: True family business that's been around for generations. They focus on quality merino wool at fair prices, selling direct to consumer. Their charitable giving supports broad causes like Global Fund For Children (helping children worldwide) without political activism. They even let employees choose their own charitable causes to support, which I think shows respect for diverse values.
Smaller American Manufacturers
For families wanting to support smaller, truly American-made operations, here are some excellent companies:
Forloh (Made in USA) was founded in 2020 by Andy Techmanski and creates technical outdoor gear "For Love of Hunting" with all components sourced from the U.S. While they focus more on adult gear, their commitment to American manufacturing and quality is noteworthy.
Western Mountaineering (San Jose, California) is a small, independent company making top-notch mountaineering apparel using premium fabrics and high-fill-power down. All products are manufactured in California.
Burgeon Outdoor (Lincoln, New Hampshire) proudly manufactures outdoor apparel locally in the White Mountains. They donate 5% of each sale to community and environmental efforts in New Hampshire. Their sun hoodies and outdoor wear are high-quality and locally made.
CloudLine Apparel (USA) makes merino wool hiking socks and outdoor essentials right here in the U.S.
Hyperlite Mountain Gear (Biddeford, Maine) designs and manufactures all outdoor gear in an old mill building in Maine. They're known for their Dyneema fabric products, which are 15 times stronger than steel but still lightweight and waterproof.
The Complexity of Corporate Giving
I want to acknowledge that researching corporate giving is genuinely complicated. Here are some things I've learned:
Employee matching programs: Some companies appear on "supporter" lists simply because they match employee donations to various nonprofits, including ones the company itself may not directly support. This is worth distinguishing.
Third-party giving: Companies may support organizations like state-based United Ways, which then may distribute funds to many different causes. This indirect support is harder to track and may not reflect the company's direct values.
Marketing vs. reality: Sometimes companies list supporters on their websites when those companies haven't actually donated. Several major corporations (Coca-Cola, Ford, Xerox) have had to ask Planned Parenthood to remove them from supporter lists because they were listed inaccurately.
Things change: Corporate giving priorities shift over time, so it's worth periodically checking updated information rather than relying on old lists.
My Approach to Value-Based Shopping
Here's how I personally approach this:
I prioritize small, U.S.-based companies when possible since they're often more transparent about their values and your dollars have more direct impact. For big-ticket items like winter coats and camping gear, I invest time in understanding the company. I don't let perfect be the enemy of good though, sometimes the most value-aligned option isn't available or affordable, so I do my best and give myself grace. Rather than boycotting every imperfect company, I focus on where I am directing my charitable dollars. When it makes sense, I shop secondhand since buying used gear from any brand means your dollars don't go to the company directly.
Resources for Staying Informed
If you want to do your own research on corporate giving, check out InfluenceWatch which provides detailed information on corporate activism, company annual reports and 990 forms since many companies publish their charitable giving information, and GuideStar/Candid which is a database of nonprofit information including donors.
The Bottom Line
I'm not here to create division or judgment. I know wonderful Christians who shop at all of these retailers, and I respect their decisions. Some prioritize environmental stewardship above all else (and Patagonia is genuinely a leader there). Others prioritize American manufacturing. Still others prioritize affordability and accessibility.
My goal is simply to provide information that some of you have been seeking. For me personally, knowing where my dollars go helps me make decisions that align with my belief in the sanctity of life. But I also recognize that every family has different priorities, budgets, and convictions.
There are plenty of excellent outdoor brands, both large and small, available to outfit our families for winter adventures. Whether you choose to factor corporate giving into your purchasing decisions or not, the most important thing is getting outside with your little ones and creating those precious memories together!
Questions or Additional Information?
Have you discovered information about other outdoor brands that would be helpful to share? Or do you have corrections to anything I've included here? I'm always learning and want to make sure the information I share is as accurate as possible. Drop a comment below!
And remember: If you just want the practical gear recommendations without the corporate giving information, head back to my main winter gear post for all the details on layering, sizing, and specific product recommendations.
Just a reminder: this post contains information gathered from public sources including corporate websites, news articles, nonprofit databases, and watchdog organizations. I encourage readers to do their own research and come to their own conclusions. This information is current as of November 2025.
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