By the mid-1960s, a change had taken hold of America. It was the kind of radical demand for change that brought our country into existence in the first place—the belief that freedom is a birthright, that we all deserve equal rights, peace, love, and happiness. That there is a better way than the status quo. This idealism was a revolution in the works: one tied to business, technology, food, art, the planet, and consciousness itself. It rejected war and greed inflicted by governments and corporate interests. And it rejected the war and greed we so often inflict on ourselves.
This concept permeated cultures around the world for decades and would become synonymous with everything deemed fringe: from vegetarianism to spiritual practices to protests. So much was packed into the six most important letters of a generation: h-i-p-p-i-e.
These radical hippie worldviews took hold of the Baby Boomers. Many of them leveraged that ethos to revolutionize our world, especially our food systems, by employing organic and regenerative agriculture, elevating ethical, vegan options, and fostering a return to small family farming as industrial agriculture dug its heels deeper into the earth.
What they accomplished was remarkable.
There would be no Whole Foods Market without hippies. No Impossible Whoppers. No oat milk. No kombucha. There’d be no electric cars, no Tofurky holiday roasts. No Coachella. No solar or wind power. The gargantuan yoga, spiritual, and wellness industries were born out of the 1960s and 1970s, too. Wherever we look, hippie idealism and culture have seeped into every corner of the globe in the decades since it was first groovy to turn on, tune in, and drop out. Even psychedelics and cannabis are now big business, another hippie dream turned reality.
Yet despite the impact this subculture has had, the very word “hippie” has long taken on an air of laziness, of foolish idealism. It’s an eyeroll, a reactionary label offered up as an insult writ large.
But dismiss it all you want, the hippie ethos is no longer a fringe worldview: it’s now a way of life for millions of people eating healthier, turning on to alternative energy sources, taking up spiritual practices, and working to make the world a better, more equitable place for all earthlings.
And while the word “hippie” may still bring with it a stereotype of long-haired, far-out groovy stoners, its relevance is much bigger than that. We’re now decades into the everlasting impacts those hippies dreamed up a half-century ago.
Our world now faces unprecedented crises: from pandemics and racial inequality to the looming cloud of climate change and the need for a more sustainable food system, there has never been a better time to look at the world from the mood ring-tinted hippie lens and try our hardest to make this planet better. We really don’t seem to have any other choice.
At Hippie, we’re fully aware the world has changed a lot since the 1960s. But the important things remain the same. These are the stories we’ll tell here: the revolution that’s happening every day in business, food, art, music, fashion, technology, and politics. These are the stories of a better world — the one we build together.
We hope you’ll let your hair down and join us on this new adventure. It’s going to be far out.