Patagonia has given 90 of its Customer Experience (CX) team members an ultimatum to relocate closer to the company's hubs or face losing their jobs. Employees were informed at a Town Hall meeting with a three-day deadline to decide. Those who opt to move must do so by September 30 and are offered relocation assistance. This move, affecting over two-thirds of the CX team, has sparked discontent among workers who feel it contradicts the brand's values. Patagonia, known for its sustainable ethos, is undergoing a significant restructuring impacting its remote workforce.