Whole Earth

Grey premium weight certified organic cotton tee with water based ink Peanuts print. 

Whole Earth Catalog created a peer-to-peer network that connected and galvanised like-minded people. In doing so, it created a legacy as an early link between the counterculture movement and the cresting personal tech industry. It spoke to a growing generation of do-it-yourselfers and innovators particularly those entrepreneurs who ve found themselves in California over the years.  

The catalog was preceded by the "Whole Earth Truck Store". The WETS was a 1963 Dodge truck: In 1968, Brand, who was then 29, and his wife Lois embarked "on a commune road trip" with the truck, hoping to tour the country doing educational fairs. The truck was not only a store, but also an alternative lending library and a mobile microeducation service...