Patagonia, more so than most brands, is the wrong target for a "virtue signaling" label. They've made many bets[0] and decisions[1] over the years that directly increased costs or decreased revenue to stay true to their mission. It's baked into their history.

[0]https://www.core77.com/posts/73853/Patagonias-Materials-Choi...

[1]https://www.patagonia.com/corporate-responsibility.html

This is pretty clearly not virtue signaling. If it was something they were advertising doing in a conspicuous way, then it might be.

I just want a jacket. I don't care about the political opinions of some outdoor clothing company has deemed fashionable/safe enough to get behind.

That said, it's always great when company's give to charity out of good will. My only problem is pushing 'social good' narratives for internet points among online slacktivists.