Take a Hike: Find Out Why BÉIS Is Camping Out at National Parks

The pop-up features a classic camping setup with the new collection on display.Photo: Courtesy of BÉISTo celebrate the launch of its latest workwear-inspired collection, BÉIS is hitting the road, stopping at national parks across the U.S. So far, BÉIS Camp has popped up at Yosemite National Park, Zion National Park, and Rocky Mountain National Park.  

On Aug. 29, the brand will stop in Nashville, Tenn., for one day only before heading to the Great Smoky Mountains National Park, where they’ll set up camp from Aug. 31 to Sept. 1. 

“With a little help from the National Park Foundation, we learned that most Americans live within 100 miles of a national park,” said Liz Money, senior vice president of brand and creative at BÉIS. 

“So, we set out to hit popular spots across the country to connect with as many people as possible and give them a chance to experience our pop-up alongside the new collection. Plus, it gave us a great excuse to explore some stunning locations ourselves.” 

At the park pop-up, visitors are able to shop the new Utility Collection along with other BÉIS bestsellers and exclusive merchandise, as well as get creative at coloring stations, customize a bag charm, and snap pics at a photo booth. Inside the shop, a wall-mounted fish delivers a special message from brand founder Shay Mitchell, and branded cans of Spam and baked beans line the shelves.

Unlike a traditional venue space, the great outdoors came with a unique set of challenges. Money explained that setting up near national parks “meant we had to do our homework.”

“We focused on ‘gateway communities’—those towns just outside the parks—and took into account things like foot traffic, local vibes, and available space. Each location came with its own quirks, from remote spots to bustling tourist hubs, but we aimed to make our pop-up feel like a natural part of the community while still keeping it a ton of fun.”

The upcoming Nashville stop will offer the same interactive elements, plus a citywide scavenger hunt, which will be accessible via the BÉIS app. 

As part of the activation, the brand also donated to the National Park Foundation, which funds programs and projects that connect youth to the outdoors, restore vulnerable habitats, maintain trails, and more.

Keep scrolling to see key vendors and more from the BÉIS Camp national park tour...

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