‘Log off, turn off, sign off, unplug,’ The North Face wants to make April 22 a digital-free day.
On Earth Day, all 113 The North Face (TNF) stores will close in the U.S. and Canada. The move will mark the culmination of a week of “analog” events the brand calls Explore Mode.
In addition, TNF and 15 organizations from around the world launched a Change.org petition that seeks to make April 22, Earth Day, a national holiday.
“We believe that when people take time to appreciate the Earth, they feel more connected to it and are more likely to protect it,” said Tim Bantle, TNF global general manager of Lifestyle. “Explore Mode urges us to unplug from our digital lives to connect in real life to the world, each other, and ourselves in the effort to move the world forward.”
Leading up to Earth Day this week, TNF will host Explore Mode “experiences” in select cities around the world. The events feature musicians, artists, models, and world-renowned chefs showcasing immersive entertainment that “will only be accessible to those who put down their phones and digital devices to be present in the moment.”
The North Face Earth Day Holiday
The North Face’s campaign will likely stir comparisons to REI’s annual #OptOutside initiative. Both organizations encourage their followers to unplug and have meaningful experiences away from their devices.
But TNF’s Explore Mode ups the ante with a week of cultural experiences like art exhibitions, dance and fashion parties, and culinary tastings. Whereas #OptOutside focuses on the outdoors, Explore Mode appears more about connecting with others “in real life,” even in big cities.
Accordingly, Explore Mode week in America will take place in cities across the country — including New York City, Los Angeles, Chicago, Chattanooga, and more. And TNF’s events will also reach London, Paris, Munich, and Manchester.
Explore Mode also includes a petition to officially make Earth Day a holiday. With 10,000 signatures and counting, the petition is well on its way to passing its 15,000 signature goal.
To learn more about Explore Mode, check out The North Face’s website.