Congresswoman Pramila Jayapal has set her sights on another Seattle-based company, this time, outdoor retail giant REI.
In a recent statement, Jayapal accused REI of “failing to respect workers” and called on the company to “stop union busting” and negotiate a contract after years of stalled talks with unionized employees.
On its face, the criticism might sound familiar. That’s because it is. Jayapal previously aligned herself with labor activists targeting Starbucks, another Seattle-born company that has since begun shifting operations and investment away from the city. Now, critics are asking: is REI next?
From Progressive Darling to Political Target
REI has long marketed itself as a progressive, environmentally conscious co-op rooted in Seattle values. For years, that identity helped define its brand.
But as often happens in today’s political climate, being “progressive” doesn’t mean you’re immune from criticism, it may just move the goalposts.
Union organizers representing REI workers have spent years negotiating a first contract. Frustrated by the lack of agreement, they are now calling for a boycott during a key anniversary sales window. Jayapal’s intervention amplifies that pressure, framing the dispute not as a routine business disagreement, but as a broader moral failure.
The Economic Reality REI Faces
What’s largely missing from the political messaging is the company’s financial picture.
REI reported a net loss of $311 million in 2023, its second consecutive year in the red, while also dealing with declining revenue and shifting consumer demand. Like many retailers, the company is navigating a cooling post-pandemic outdoor market, increased labor costs, and growing competition from lower-priced online alternatives. At the same time, consumer spending habits have shifted, with more shoppers opting for cheaper options rather than premium-priced gear.
In short, this is not a company sitting on endless profits and refusing to share, it is a company trying to stabilize after multiple years of losses.
A Familiar Seattle Pattern
To critics, this situation fits into a broader and increasingly familiar pattern in Seattle. A major employer builds a brand aligned with progressive values and becomes a civic staple. Over time, activists and political leaders demand greater concessions, often in the name of fairness or equity. Public pressure then escalates through protests, boycotts, and political involvement. Eventually, the company responds by scaling back operations, shifting jobs elsewhere, or reconsidering its long-term presence in the city.
Starbucks has already begun adjusting its footprint. Amazon has slowed expansion. Other companies have quietly moved jobs out of the region. Now REI, another flagship Seattle brand, finds itself under similar pressure.
The Bigger Question: Can REI Stay?
The core issue extends beyond a single labor dispute. It raises a larger question about the long-term viability of operating a major business in Seattle.
REI is now caught in a difficult balancing act. It must maintain its progressive identity while also responding to worker demands, all while trying to remain financially viable in a challenging retail environment. At the same time, it must contend with the rising costs and regulatory pressures that come with operating in Seattle.
If that balance becomes too difficult to sustain, the outcome may follow a familiar path: layoffs, restructuring, or even relocation.
When “Not Progressive Enough” Becomes the Standard
Perhaps the most striking dynamic is this: even companies that have aligned themselves closely with progressive causes can still become targets when they fall short of evolving expectations.
In today’s environment, being on the “right side” politically is not necessarily protection.
For Seattle, each company pushed to the brink raises a broader concern about how many cornerstone employers the city can afford to lose before the economic consequences become unavoidable.
