Outdoor retailer Patagonia has been vocal about its efforts to keep protected federal land protected. That effort reached a new level on Monday following President Trump's announcement that his administration will shrink the size of the Bears Ears National Monument in Utah by 85 percent. In response, Ventura, California-based Patagonia says it plans to sue the Trump Administration.

"Americans have overwhelmingly spoken out against the Trump Administration's unprecedented attempt to shut down our national monuments," said Patagonia President and CEO Rose Marcario in a statement, noting that such "unlawful actions" will result in the largest elimination of protected land in American history. "We've fought to protect these places since we were founded and now we'll continue that fight in the courts."

The Trump Administration also plans to reduce the size of Utah's Grand Staircase-Escalante by 50 percent.

To generate consumer awareness of the issue at hand, Patagonia changed its homepage Monday afternoon. A bold, black screen now reads, "The President Stole Your Land. In an illegal move, the president just reduced the size of Bears Ears and Grand Staircase-Escalante National Monuments. This is the largest elimination of protected land in American history." A "Learn more" button urges consumers to take action and provide their support.

Groups including Friends of Cedar Mesa, Utah Dine Bikeyah and Archeaology Southwest will join Patagonia in its lawsuit, which it plans to file after a lawsuit by the Inter Tribal Coalition.

According to a New York Times report announcing the federal land reductions, Trump is not the only president to have downscaled monuments. Presidents Woodrow Wilson and Franklin Roosevelt also shrunk national parks—yet this is the first time a court will weigh in on the president's right to do so, the Times said.