How Earth Day Was Born—And Why It Matters to a Small Mountain Town Like Ours

Every April 22nd, people around the world come together to celebrate Earth Day—a day dedicated to protecting and honoring our planet. For us here at California 89 in Truckee, Earth Day is more than just a date on the calendar. It’s a reminder of why we do what we do and why we love where we live.

The Roots of Earth Day

Earth Day was born out of the environmental movement of the late 1960s. After a massive oil spill off the coast of Santa Barbara and growing concern over pollution and environmental neglect, Wisconsin Senator Gaylord Nelson organized the first Earth Day on April 22, 1970. It brought together 20 million Americans from all walks of life—protesters, students, scientists, and more—who demanded better environmental protections.

That day helped spark the creation of the Environmental Protection Agency and landmark environmental legislation like the Clean Air and Clean Water Acts. Today, Earth Day is observed by over a billion people in 190+ countries. It’s proof that when we come together, we can spark real change.

Why It Hits Home in Truckee

We live in one of the most beautiful places on Earth. Towering pines, snow-capped peaks, alpine lakes, and endless trails are not just the backdrop to our business—they're the foundation of it. Everything we create at California 89 is inspired by this mountain lifestyle and the people who love it.

But mountain towns like ours feel the effects of climate change and environmental degradation firsthand. Less snowfall. Shorter winters. Wildfires that threaten homes, trails, and forests. For a small business rooted in the outdoors, protecting this place isn’t just important—it’s personal.

How You Can Support

Shop Sustainably

We’re working hard to reduce our footprint—from the materials in our apparel, to the products we carry, to the packaging we use. When you shop with California 89, you’re supporting a business that cares about our planet.

Earth Day Festival

The Tahoe Truckee Earth Day Festival in Truckee, CA, will be held at The Village at Palisades Tahoe on Saturday, April 26, 2025, from 11:00 AM to 5:00 PM. This free community event offers educational booths, hands-on activities, and entertainment focusing on sustainability, recycling, composting, and alternative energy. 

Support Organizations that work hard to maintain the Tahoe Basin and surrounding National Parks

A few of the many organizations out there that we support:

The Tahoe Fund The goal of the Tahoe Fund is to be a major source of private funding for environmental projects around the Lake Tahoe Basin with an emphasis on forest health, lake clarity, sustainable recreation, transportation and stewardship.

MAP

Mountain Area Preservation is a grassroots environmental advocacy non-profit, established in 1987 by local citizens who wanted to protect open space and advocate for responsible development in the Truckee-Tahoe area.

The Truckee Trails Foundation - The Truckee Trails Foundation is creating a world-class network of inclusive trails and bikeways in and around Truckee for community health, sustainability, and prosperity.

National Parks Conservation Association - The National Parks Conservation Association (NPCA) is the only independent, nonpartisan membership organization devoted exclusively to advocacy on behalf of the NPS system. Its mission is "to protect and enhance America's National Park System for present and future generations."

Take Care of Tahoe
If you’re hiking, biking, camping, or just soaking in the views—leave it better than you found it. Pack it in, pack it out. Stay on trail. Respect wildlife. These tiny actions protect the land we all love.

Our Pledge

At California 89, Earth Day is a call to action—a moment to reflect on our connection to nature and renew our promise to be better stewards. As a small family-run business, we’re proud to be rooted in the Sierra and powered by a love for this place. We’re always learning, always improving, and always grateful for your support on this journey.

Together, we can keep Tahoe—and the rest of this incredible planet—wild and beautiful.