A boy living in a polluted area wanders down the Street of the Lifted Lorax and visits a reclusive figure known as the Once-ler. The boy pays the Once-ler fifteen cents,[a] a nail, and the shell of a great-great-great-grandfather snail to hear the story of how the Lorax was lifted away.
Many years ago, the Once-ler arrived in a beautiful valley teeming with Truffula Trees and a plethora of animals. Having long searched for such a tree as the Truffula, he chopped one down and used its foliage to create a highly versatile garment called a Thneed. A creature known as the Lorax emerged from the tree's stump and voiced his disapproval of the Once-ler's actions. Ignoring the Lorax, the Once-ler sold the Thneed for $3.98 and called upon his relatives to aid him in his new business.
The Once-ler's shop soon became a large factory, and new vehicles were built to log the Truffula forest and ship out Thneeds. As time passed, the valley was ravaged with pollution, and the Lorax had to send the animals away to find more hospitable habitats. The Once-ler showed no remorse and vowed to continue "biggering" his operations, until one of his machines felled the last Truffula Tree. With no more raw materials, the factory closed down, and the Once-ler's relatives deserted him. The Lorax vanished into the sky, leaving behind a pile of rocks bearing the word "UNLESS". From that point on, the Once-ler remained in isolation, pondering the Lorax's message.
After finishing his story, the Once-ler finally understands what the Lorax meant: unless somebody cares, the situation will not improve. He gives the boy the last Truffula seed and urges him to cultivate a new forest, hoping that the Lorax and the animals will return.
