Perhaps unsurprisingly, many "traditional" outdoorists are up in arms about The North Face's latest collaboration with Gucci
The infamous "Magic Bus" from the book and movie "Into the Wild" has been airlifted out of the Alaskan wilderness due to concerns about public safety, sparking a debate about the responsibility of the state to regulate the backcountry and how to balance it with preserving the public's access to wildlands.
Much like millennials and avocado toast, "influencers ruining the outdoors" is a tired and lazy take that belies a lack of research, nuance, and a mean streak of NIMBYism in the outdoor community.
It's a plan representative of larger issues in tourism strategy and promotion.
