Whole Earth Provision Co. opened in Austin 45 years ago, but one location went on a four-month hiatus after this year’s Memorial Day flooding.
“It was very disorienting, very impactful,” co-owner Joe Jones said. “We had floods before, but not like this.”
Three to 4 feet of flood water filled the North Lamar Boulevard store during the May 25 flood. The store reopened Oct. 15 with changes to help mitigate damage if another severe flood occurs. The store was able to overcome Halloween weekend flooding but did close for a portion of Oct. 30 because of standing water on the roadway.
Joe and his brother, Jack Jones, also a co-owner, opened the first Austin store in 1970 to bring the popular Whole Earth catalog to life. Austin had the right demographic and open mind, the brothers agreed, to enjoy the products the brothers called "revolutionary" at the time.
“It was more than a catalog; it was an idea book. It specialized in self-sufficiency, do-it-yourself, ecology [and] self-education,” Jack said. “We thought Austin was the only place that would support that idea.”
When the store opened, shorts were hard to find, yoga was almost unheard of and backpacking was a new concept, Joe said. The first store held mostly books and camping gear to continue the catalog’s mission of access to knowledge and tools.
“It wasn’t as much of a business endeavor as maybe it should have been; we were looking at it as an adventure,” Jack said. “It was an overnight success. We opened it right before Christmas and sold almost everything we had in the store and had to close it to restock.”
In the years since, the store has expanded its offerings to include more outdoor gear, clothing, shoes and educational toys. The recent remodel also enabled the owners to expand the children’s clothing section and rearrange the store to feel roomier and better-lit, Jack said.
Joe and Jack say the store was built on fun, and even through the decades of hard work they both still love what they do. If anyone is trying to spot the next outdoor lifestyle trend, Joe said Whole Earth Provision Co. is where he or she needs to look.
“[Finding the next trend] is our niche—it’s what we strive for,” Joe said.
The store sells a wide range of travel supplies including backpacks, duffel bags, tents, hammocks, outdoor chairs and water bottles.[/caption]Traveling gear
When Whole Earth Provision Co. first opened, the concept of backpacking was "revolutionary," co-owner Joe Jones said. Now the store sells a wide range of travel supplies including backpacks, duffel bags, tents, hammocks, outdoor chairs and water bottles.
Women’s and men’s clothing rotates throughout the year based on season with a variety of brands offered.[/caption]Clothing options
Women’s and men’s clothing rotates throughout the year based on season with a variety of brands offered. Handbags, shoes, jewelry and hats can also be found throughout the store.
A variety of children’s educational toys, including books, stuffed animals and musical instruments, are sold in the store.[/caption]Books and toys
A variety of children’s educational toys, including stuffed animals and musical instruments, are sold in the store. There are also numerous book cases throughout the store organized based on topic.
