Whole Earth Provision Co.
Within a matter of months, Jack and Linda returned to Austin, found a space in Bluebonnet Plaza on 24th Street near the University of Texas campus, brought in supplies and merchandise and opened the first Whole Earth store.
A store with a sense of humor? Whole Earth continues to be a leader in supplying gear, clothing and shoes for outdoor adventure and travel, outfitting generations of Texans for travel into remote corners of the world.
Our almost 50 years in business shows in our stores and online. Our stores are filled with exciting and eclectic merchandise displayed in a fun, laid back environment with our knowledgeable and friendly sales staff at hand ready to offer information or advice should you need it.
The Whole Earth Catalog was a revolutionary publication that flourished in the 1960s into the early 1980s. Whole Earth is a family owned business based in Texas with seven stores in four cities: Jack and Linda began discussing with their friends the possibility of starting a store based on the philosophy and concepts of the recently published Whole Earth Catalog.
For an item to be included in the Catalog, it had to meet four criteria: Jack and Linda, with the help of their friends, family and four early part time partners made that dream a reality by opening a store, Whole Earth Provision Co. Whole Earth quickly added outdoor gear to the mix of merchandise.
The 1960s and 70s were a time for questioning and confronting the assumptions, ethics, politics and direction of the preceding generation, a time of growing ecological awareness, and of people looking for alternative ways of making a living.
The store became an early source for new, specially designed backpacks, tents, sleeping bags, hiking boots, rugged clothing and other gear being created by new, small independent companies like The North Face and Patagonia to meet the demand for high tech outdoor adventure clothing and equipment. A store with an unusual mix of technical and casual clothing and footwear?
Our earlier product mix has expanded to the point where we are sometimes hard- pressed to define what Whole Earth is to the public. The best camping and backpacking equipment store? Linda, a math teacher for the Dallas ISD and Jack, a designer working with a furniture manufacturer, were nostalgic for Austin and considering their goals and dreams for the future. The Nomadics section of the Whole Earth Catalog encouraged readers to get out and explore the world and offered advice on gear for hiking, camping, mountaineering and backpacking, as well as wilderness survival skills.
The store was an overnight success, selling out of merchandise in the first two weeks, necessitating the closing of the store to reorder and restock. Austin, Dallas, Houston and San Antonio.
A great gift, toy store?