It's true, but it's still not a tree.

My mom likes REI. It's one of her favorite places.

When I was small I went to REI a lot with my family. And like many brands, REI places their logos on everything.

You'll notice that there's an image of a tree just before the R. And that REI is spelled well, R-E-I.

I thought that REI was a very fancy place and given such fanciness, naturally thought that the people creating REI's logo were very clever... Take the T - make it a TREE and switch up an E for an I and wam-bam-thank you...we have TREE (Superstore for everything outdoors and relating to trees!)!

It really made a lot of sense.