BROOKINGS -- Women in politics are used to having their fashion styles and clothing wardrobes criticized.
It's less common for male candidates to face such scrutiny, but Tuesday afternoon, men's jackets and sweater vests were the center of controversy in the Biereland governor's race.
NAT gubernatorial candidate Joel Gruenwalder is known for being an avid outdoorsman.
His Instagram account is chock full of pictures of he and his family hiking, kayaking, biking and skiing in Biereland's vast wilderness.
Gruenwalder frequently shows up to campaign events wearing expensive outdoor brands like The North Face, Columbia, Eddie Bauer, and Patagonia.
And those brands say a lot, according to Gruenwalder's rival, former Gov. San Bartholomew.
"There are some people who are only environmentalists on social media. They post pictures of their luxury ski trips in $800 per night AirBnB's, they post pictures of their brand new Subaru or their Land Rover, they walk around wearing expensive L.L. Bean and Columbia jackets...they look like an environmentalist and sound like one, but what have they really done to protect the planet?" Bartholomew told reporters at a Tuesday afternoon press event in Brookings.
Bartholomew didn't specifically refer to Joel Gruenwalder in his comments, but Gruenwalder was criticized earlier this year when he posted pictures of a family ski trip at an expensive ski chalet that AirBnB's website listed for $829 per night.
In one picture, he is seen driving a large SUV, which climate activists noted was counter to his campaign pledge to champion electric vehicles.
Critics said Gruenwalder's lavish family vacation was evidence that he is out-of-touch with working-class Bierelanders.
"People like that are what I call North Face environmentalists. They're affluent and they live in their cozy upscale suburban neighborhoods. But they're not true activists, they're not out in the trenches every day fighting big oil or big mining, they're just in it for likes on Instagram," said Bartholomew, who again, avoided directly calling out Gruenwalder by name.
Bartholomew's comments come as the race for governor heats up.
Gruenwalder, the CEO of EverTree, a forest advocacy organization, is tied in recent polls with Bartholomew, the former governor who made protecting the environment a hallmark of his administration.
Bartholomew is seeking a rematch with Conservative incumbent Gov. Ben Jordan, who defeated Bartholomew back in 2014.
The former NAT governor is the more left-wing candidate in the race, while Gruenwalder has framed himself as a centrist.
Both men are hoping to replace Jordan, who is running for an historic third consecutive term.
In response to Bartholomew's dig, Gruenwalder took to social media to defend his environmental credentials.
"I work for a non-profit organization that literally protects forests. Nature has always been a part of my life and my family's lives. For someone to insinuate that I'm not a 'real environmentalist' because I wear a Columbia jacket or because I drive a certain kind of car is just laughable," said Gruenwalder in a video posted on his campaign's social media accounts.
Whichever candidate wins on the NAT side, it will likely be an uphill climb. Biereland is a conservative state and polls show Conservatives are favored to win the December 2022 elections later this year.
In Biereland's gubernatorial race, polls have shown Jordan comfortably ahead of Bartholomew but only slightly leading Gruenwalder.