Spreading the Message on Climate Change.......

.......and a shitload of free Nuptse jackets.

Leave it to TNF to use global climate change as a vehicle, in this case a Lexus, for dishing swag at Sundance.

Presented by The North Face and Lexus, The Ice Lounge is a hospitality lounge built to bring together celebrities, filmmakers, media and the environmental community to have open discussions about the environment. While most Americans agree that we must do something to fight climate change, the challenge often seems too great or complicated for any one of us to make a difference — until now.

LINK

Comments

[Jon]

You guys are like the Jewish mother of the outdoor industry Nothing is ever good enough for you. I don't get it TNF is doing a good thing here. So they are getting their product out, and doing a good thing. Aren't they in business to make money just like Ibex or Patagonia?

[The Piton]

Hey Jon, appreciate the comments and we agree that we've had a bit of a stick up our ass lately.There are alot of great things (outside of Patagonia and Ibex!) happening that we should be celebrating.

That said, when an event is described as being environmental, and has a description like, "the Ice Lounge is built on the future site of the St. Regis Resort & Residences and is a spectacular ice-sculpted facade and entrance which leads to a luxurious tented oasis. The Ice Lounge features a silent auction, Lexus Hybrid shuttle service, St. Regis butler staffing, cuisine by Chef Iverson, The North Face environmental "fireside" chats, a view of Olympic ski runs, music and a "meltdown party" in honor of the cast and filmmakers of Zoe Cassavetes' "Broken English." it should expect someone to call bullshit, because that is what it is, complete and utter crap.

[Todd Frank]

God Do I want some of those Patches to sell, Yeah hearing TNF is working for the environment is like having your drunk boss pee on your leg and tell you it is raining. So Sorry to miss the Ball, Next summer I will get on it and Bring some Montana Beer with the one thing all the OR parties seem to lack, Beer with Alcohol...
Cheers and keep up the good work,
PS I really do want some of those patches!

[Bushido]

The Piton,

Given that Sundance is not your regular "outdoor crowd" and that a company such as TNF was looking to gain exposure, partnering with a company that has a hybrid car (albeit a luxury one) and a hotel is par for the "Hollywood" course. The gifting is a standard practice for brands. In this case TNF was looking to build an awareness message into the mix. At least they are not like Exxon Mobil, which purposfully spreads mis-information about climate change. Give 'em a break - at least they are trying.

North Face is reaching a larger demographic of people, some of which might actually take up outdoor pursuits (and get involved with the environment) and purchase some of the brands you praise. TNF has been a farm team for many of the companies at the outdoor show - it would be interesting to see how many people began working in our trade with TNF. From reps, to designers to marketing folk there are few out there with more than a casual association.

For all your high and mighty about messaging, what is the reason behind your name "The Piton"? Last I checked pins kinda went out of style after Doug Robinson's clean climbing essay in the 70s. They are destructive, invasive and not part of free climbing (which - hello - is where climbing is at). When I do clip a pin on a pitch they get either one of two ratings "solid" or "mank".

With a shoddy eye and a foot long rust streak it should expect someone to call it what it is - complete and utter mank.