The Weekly - June 30, 2020 - 7

THE WORST PERSON
IN THE OUTDOOR
INDUSTRY
David Lesh goes to court.
Colorado searchand-rescue
teams received
PPE from TNF.

NEVER STOP GIVING

F R O M TO P : CO U R T E SY C SA R, I N S TAG R A M

The North Face partners with offices of outdoor recreation
across the country to provide much-needed relief to small towns.
The North Face is dedicating $1 million globally to fund its commitment to help small mountain towns that rely on the outdoor recreation economy and have been devastated by COVID-19 and the
economic shutdown. Through its Explore Fund, which is focused
on supporting inclusion and conservation (see page 9), the brand
has partnered with offices of outdoor recreation (OREC) in states
across the U.S. to aid these rural communities by purchasing PPE for
search-and-rescue teams, donating to local food banks, and providing funding for other programs in the midst of rising unemployment. The North Face team has been able to identify pressing needs
thanks to the direct involvement OREC directors who understand
the specific needs of their communities and are able to connect the
fund directly with local nonprofits.
"It felt right to work with the state offices, to see them come
together and help figure out this program," says Eric Raymond,
director, social impact and advocacy at The North Face, who has
spearheaded the effort. "It's really impressive to see how deep the
relationships run that the ORECs have created in these communities
during in the short time they have been around."
In turn, the OREC directors have been able to prove that outdoor
recreation can provide stability. "While we are all in this together, we
are not all feeling the impacts equally," says Nathan Fey, director of
Colorado's OREC office. "This partnership between the state and
The North Face aids our mountain and west slope communities that
have both a high concentration of outdoor recreation businesses and
employment as well as a disproportionate loss of outdoor recreation
jobs due to COVID-19."
Learn more about the program here. -Doug Schnitzspahn

They say any PR is good PR. Unless maybe you are David Lesh.
The owner of apparel brand
Virtika Outerwear is currently
the top target of social media
ire from responsible members
of the outdoor community
after the latest of a series of
stunts meant to flip the bird at
regulations on public lands. On
June 12, Lesh, 35, posted an
Instagram photo of himself on a
log in the middle of Colorado's
Hanging Lake with the caption "testing out our new board
shorts on the world's most
sacred log." The lake is a popular, sensitive area where swimming is not allowed. The social
media blowback was relentless:
Incensed outdoorists posted all

over Virtika's feed, calling Lesh
"scum" and his apparel "cheap."
The post was removed.
This all came before Lesh, a
mediocre former pro skier, appeared in court on June 16 for
riding his snowmobile illegally in
a wilderness area off Colorado's
Independence Pass over bare
ground last summer. Lesh also
illegally rode his snowmobile at
Keystone Resort during coronavirus closures and posted social
media photos of riding in other
closed areas. He reached a plea
bargain with the court, which
ordered him to pay $500 and
perform 50 hours of community
service. But the court of public
opinion will not be so lenient.
A petition on Change.org to
revoke Virtika's business license
currently has 25,000 supporters,
including one commenter who
says: "Because fuck this guy.
That's why." -D.S.

OUTDOOR RETAILER SUMMER 2020 / THE WEEKLY 7


https://www.change.org/p/governor-jared-polis-revoke-the-business-license-of-virtika-who-encourages-destruction-of-protected-ecosytems https://www.thenorthface.com/about-us/outdoor-exploration/about-the-explore-fund.html

The Weekly - June 30, 2020

Table of Contents for the Digital Edition of The Weekly - June 30, 2020

Contents
The Weekly - June 30, 2020 - Cover1
The Weekly - June 30, 2020 - Cover2
The Weekly - June 30, 2020 - Contents
The Weekly - June 30, 2020 - 4
The Weekly - June 30, 2020 - 5
The Weekly - June 30, 2020 - 6
The Weekly - June 30, 2020 - 7
The Weekly - June 30, 2020 - 8
The Weekly - June 30, 2020 - 9
The Weekly - June 30, 2020 - 10
The Weekly - June 30, 2020 - 11
The Weekly - June 30, 2020 - 12
The Weekly - June 30, 2020 - 13
The Weekly - June 30, 2020 - 14
The Weekly - June 30, 2020 - 15
The Weekly - June 30, 2020 - 16
The Weekly - June 30, 2020 - 17
The Weekly - June 30, 2020 - 18
The Weekly - June 30, 2020 - 19
The Weekly - June 30, 2020 - 20
The Weekly - June 30, 2020 - 21
The Weekly - June 30, 2020 - 22
The Weekly - June 30, 2020 - 23
The Weekly - June 30, 2020 - 24
The Weekly - June 30, 2020 - 25
The Weekly - June 30, 2020 - Cover3
The Weekly - June 30, 2020 - Cover4
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