Hypebeasts covet outdoor brands like Arcteryx and Patagonia. But they're more likely to be wearing their North Face x Gucci in the streets than in the fields or forests. How do we get streetwear fanatics off the streets and into nature?

This campaign is rebranding nature for a streetwear-obsessed audience. Highlighting their similarities: beauty, quirkiness, design, and increasing scarcity. The creative offers fans a preview of the latest ‘drops’ from nature’s coveted spring 25’ collection appearing across outdoor and social media.

Head to www.earthwormprojects.org and find out which plants are bursting into life this Spring.