“We’ve always been a place to find something new,” Buying Team Manager Molly McKee said. “That sense of discovery and connection has carried us through every decade—it keeps people coming back.”
Where it started
In 1969, founders Jack and Linda Jones were living in Dallas and ready for a change when a Vogue magazine horoscope pointed them in a new direction: “Now is the perfect time to start something new.”
Around the same time, “The Whole Earth Catalog”—a beloved publication of tools, books and ideas for living a curious, self-reliant life—announced it would be closing.
The Joneses decided to bring that vision to their community, inspired by the catalog’s spirit and timing. They moved to Austin, opening the first Whole Earth store later that year on San Antonio Street. In the first week, they sold out their initial inventory and took a celebratory break in Mexico while waiting for the next shipment.
“It was a community hub from the beginning,” McKee said. “Customers would hang out for hours and some became employees.”
That early sense of belonging set the tone for a company that would grow beyond gear and goods. It created a space for discovery, adventure and connection that defines Whole Earth Provision Co. today.
Built on discovery
Since its start, Whole Earth Provision Co. has lived by one promise: “We’ve always been a place to find something new.” This is more than a slogan; it’s the backbone of the brand’s identity. The store blends outdoor apparel, travel gear and quirky gifts, appealing to explorers, adventure seekers and gift finders.
Whole Earth focuses on trail and travel, helping people enjoy the outdoors—from local parks to far-off adventures—while keeping an Austin flair.
What makes Whole Earth unique:
- Something for everyone: Find gear, gifts, toys and travel essentials for all ages.
- Outdoor essentials: Get backpacks, outdoor wear and gear for every adventure.
- Fun and discovery: Encourages exploration, curiosity and playful experimentation.
- Clothing and apparel: Includes Whole Earth’s new private-label line of high-quality, comfortable pieces.
- Knowledgeable staff: Hear advice, demos and tips from team members.
- Unique gifts: Find quirky, playful items and Austin-inspired finds.
- Books and guides: Inspiration for travel, adventure and outdoor living.
- Travel accessories: Gear for local or distant trips.
- Community connection: Attend events, classes, and hands-on experiences.
Returning to its roots
The brand’s strength lies not just in merchandise but in connection. Over 55 years, Whole Earth has become a gathering spot, hosting in-store events, inviting authors, running product demos and organizing group trips.
Today, the company continues to unite communities while keeping its Austin spirit alive with multiple Texas stores.
“We are who we’ve always been—family-owned, founder-led,” McKee said. “Second-generation leadership is stepping forward, and this year we’re reconnecting to our roots, recommitting to our community, stores and the spirit of discovery that has always defined Whole Earth.”
Milestones and the road ahead
The company’s steady growth and 55 years under the same ownership are significant.
Whole Earth has persevered and evolved. It expanded to Dallas, San Antonio and Houston and weathered the pandemic that sidelined its 50th anniversary plans.
As the company celebrates this milestone, it is launching special 55th anniversary merchandise, with proceeds benefiting Texas State Parks, and plans to spotlight celebrations in its stores across the state.
Join the celebration
Whole Earth Provision Co. invites everyone to mark this milestone. Visit the stores, explore the anniversary merchandise, attend an event and join a community built around discovery, creativity and connection.
Visit the Whole Earth Provision Co. website to find locations in Austin, Houston, San Antonio or Dallas, and explore its products online.
The above story was produced by Multi Platform Journalist Chloe Chapel with Community Impact's Storytelling team with information solely provided by the local business as part of their "sponsored content" purchase through our advertising team.
