Recreational Equipment Inc. (REI) is a local outdoor co-op that provides top-quality gear and apparel, expert advice, and rentals. They believe that all life outdoors is a life well-lived; thus they make it their mission to inspire others to go outside. However, not everyone, the normies, know how to survive the outdoors; thus, the objective of the look book, using humorous language in a survival guide like Zombieland, is to help normies learn survival in the outdoors.