FOR IMMEDIATE RELEASE: March 23, 2026
Contact: Chelsea Connor | cconnor@rwdsu.org | 347-866-6259
SOHO PATAGONIA WORKERS VOTE UNANIMOUSLY TO JOIN THE RWDSU
Workers Become Outdoor Retailer’s First Unionized Shop in the East; Win Follows a National Surge in Outdoor Retailer Organizing
(NEW YORK, NY) – Today, the Retail, Wholesale and Department Store Union (RWDSU) announced that workers at the Patagonia store in SoHo voted unanimously to join the union over the weekend. The vote marks a historic milestone for employees of the outdoor apparel giant, as they become the first unionized Patagonia location in the eastern United States.
The victory comes as workers at the store seek 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 have cited a desire to regain lost benefits, including the restoration of previous Paid Time Off (PTO) policies and healthcare 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), 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), 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 Stuart Appelbaum, President of the Retail, Wholesale and Department Store Union (RWDSU). “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.”
The election was conducted via an in-person secret ballot vote on-site at the store on March 21, 2026, and was administered by the National Labor Relations Board (NLRB). The RWDSU will now represent workers in the bargaining unit, which include full-time, regular part-time employees, including; Customer Experience Guides and Team Leaders, in contract negotiations, which will commence swiftly.
With this victory, Patagonia SoHo joins a growing wave of unionized retail workers in New York City represented by the RWDSU, including workers at REI, Barnes & Noble, McNally Jackson, and Goods for the Study. They also join their colleagues at the Patagonia store in Reno, Nevada, which unionized in 2024.
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The Retail, Wholesale and Department Store Union (RWDSU) represents 100,000 members throughout the United States. The RWDSU is affiliated with the United Food and Commercial Workers Union (UFCW). For more information, please visit our website at www.rwdsu.org, Facebook:/RWDSU.UFCW, Twitter:@RWDSU, Instagram: @rwdsustrong.