Irradiation of 3-(4-substituted styryl) furans in basic media yielded a series of 7-substituted-2- methylnaphthalenes, including methoxy, isopropyl, ethyl, methyl, fluoro, and cyano substituents. This base-induced photorearrangement involves cis–trans photoisomerization, 6e photocyclization, base-induced elimination, and a Norrish Type I photoreaction and is a novel method to synthesize unsymmetrical 2, 7-disubstituted naphthalenes.