--- title: 55 Years of Good Gear and the Occasional Flood description: Celebrate 55 years of Whole Earth’s journey through quality gear, iconic brands, and a dedicated community that has shaped our story together. image: https://info.wholeearthprovision.com/hubfs/55th%20Blog%20SQUARE/ACI_Watson_Slide%2005black_1566%20(1)%20copy.jpg --- [Skip to content](https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood#main-content) ![WEPCO BLOG LOGO](https://info.wholeearthprovision.com/hs-fs/hubfs/WEPCO%20BLOG%20LOGO.png?width=501&height=168&name=WEPCO%20BLOG%20LOGO.png) Open main navigation Close main navigation - [Take Me Home](https://www.wholeearthprovision.com/) [Take Me Home](https://www.wholeearthprovision.com/) Jun 26, 2026, 12:00:00 PM # 55 Years of Good Gear and the Occasional Flood ![Picture of David](https://info.wholeearthprovision.com/hs-fs/hubfs/642A7766-7FC6-4E2F-833B-8FFD3503F990_1_105_c.jpeg?width=50&name=642A7766-7FC6-4E2F-833B-8FFD3503F990_1_105_c.jpeg) [David](https://info.wholeearthprovision.com/blog/author/david) Sharing is Caring: [facebook-f icon](http://www.facebook.com/share.php?u=https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood) [Twitter icon](https://twitter.com/intent/tweet?url=https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood) [envelope icon](mailto:?body=https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood) 55 Years of Good Gear and the Occasional Flood 6:10 Fifty-five years is a long time to be in business. It's long enough to watch trends come and go, to weather floods and fires, to open doors (and occasionally move them), and through it all, to keep coming back to the things that matter: quality apparel, trusted brands, and the community of people who've made Whole Earth what it is. ### **![A group of OG Whole Earthlings construct the company's first official storefront signage..](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/ACI_Watson_Slide%2005black_1566%20(1)%20copy.jpg?width=1473&height=587&name=ACI_Watson_Slide%2005black_1566%20(1)%20copy.jpg)** Whether you've been with us since the beginning or you're newer to the family, we thank you for the love and good times. Come along and reminisce with us. ### Access to an Alternative - ![ACI_Watson_Slide 15_1529](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/ACI_Watson_Slide%2015_1529.jpg?width=1381&height=1381&name=ACI_Watson_Slide%2015_1529.jpg) Hover message - ![An early WEPCO sticker design](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/Whole%20Earth%20stickers%201%20copy.jpg?width=3277&height=3277&name=Whole%20Earth%20stickers%201%20copy.jpg) An early WEPCO sticker design - ![ACI_Watson_Slide 06_1526-the Snake Pit (1)](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/ACI_Watson_Slide%2006_1526-the%20Snake%20Pit%20(1).jpg?width=1466&height=1466&name=ACI_Watson_Slide%2006_1526-the%20Snake%20Pit%20(1).jpg) Hover message *One of our first sticker designs and store shots from the early days* In the final weeks of 1970, Jack and Linda opened the first Whole Earth in Austin, inspired by the philosophy and spirit of the *Whole Earth Catalog*. Our humble beginnings are [well documented](https://www.wholeearthprovision.com/#aboutus?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David), but it's the time between then and now that we'll focus on here. ![The first ever Whole Earth Provision Co. ad features man assembling a barrel with text that reads "Putting it together and hoping to be open by 2nd week of December. At the bottom, the company's name is spelled out with the phrase "Access to an Alternative" typed in quotes](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/Untitled%20-%20June%2024%2c%202026%20at%2011.47.06.jpeg?width=1080&height=1080&name=Untitled%20-%20June%2024%2c%202026%20at%2011.47.06.jpeg)*Whole Earth's first-ever advertisement* From those early days, relationships with the brands that would define us came quickly. By 1971, we were carrying [**The North Face**](https://www.wholeearthprovision.com/brand/the-north-face?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David). In 1972, we established an account with Great Pacific Iron Works, and when [**Patagonia**](https://www.wholeearthprovision.com/brand/patagonia?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) was formally created in 1973, we were there from day one. Joe and Walter, two of our founding fathers, were Patagonia reps themselves! In 1974, [**Birkenstock**](https://www.wholeearthprovision.com/brand/birkenstock?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) arrived, featured that year in the *Coevolutionary Quarterly*, and we brought them straight into the store. More than five decades later, they're still one of our most beloved brands. ### Growing the Family We've opened and closed a handful of doors, but a noteworthy moment came in 1985, when our [South **Shepherd**](https://www.wholeearthprovision.com/info/store-locations?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) location came to Houston. This beauty has graced the River Oaks and Montrose neighborhoods for over forty years (and counting). The cactus sign is unique to our southernmost shop and is occasionally featured on branded merchandise and stickers. - ![S1050616](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/S1050616.jpg?width=4937&height=4937&name=S1050616.jpg) Hover message - ![25FEB_C4C_EmeryCookston_SHP_ShepherdStore_CactusSign_WesternEarthings_GoTexanDay_AdventureTravelFunfor55Years](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/25FEB_C4C_EmeryCookston_SHP_ShepherdStore_CactusSign_WesternEarthings_GoTexanDay_AdventureTravelFunfor55Years.jpeg?width=2277&height=2278&name=25FEB_C4C_EmeryCookston_SHP_ShepherdStore_CactusSign_WesternEarthings_GoTexanDay_AdventureTravelFunfor55Years.jpeg) An early WEPCO sticker design - ![S1050631](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/S1050631.jpg?width=5806&height=5806&name=S1050631.jpg) Hover message *The famous sign and some past merch. Should we bring it back?* Our rep Mike Sullivan, a longtime friend of Whole Earth who'd been visiting us since the early 1970s, introduced us to [**Chaco**](https://www.wholeearthprovision.com/brand/chaco?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) in 1989. It was the beginning of another lasting partnership. ### The 1990s: A Decade of Doors and Discoveries The nineties were a busy time. In 1991, we opened our **[Dallas](https://www.wholeearthprovision.com/info/store-locations?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) **store on Mockingbird Lane. Just a stone's throw away from the SMU campus, this spot has witnessed nearby growth, development, and many changes throughout its 35-year history. Notable features include some pretty sweet window graphics, "The Big Rock," and a robust gear department. - ![59663433870-R1-E036](https://info.wholeearthprovision.com/hs-fs/hubfs/59663433870-R1-E036.jpg?width=1818&height=1228&name=59663433870-R1-E036.jpg) Hover message - ![59663433870-R1-E047-1](https://info.wholeearthprovision.com/hs-fs/hubfs/59663433870-R1-E047-1.jpg?width=1057&height=1056&name=59663433870-R1-E047-1.jpg) An early WEPCO sticker design - ![59663433870-R1-E043](https://info.wholeearthprovision.com/hs-fs/hubfs/59663433870-R1-E043.jpg?width=1226&height=1227&name=59663433870-R1-E043.jpg) Hover message *Assembling Mockingbird* Our trusted rep, Mike, came through again in 1994, this time bringing**[Smartwool](https://www.wholeearthprovision.com/brand/smartwool?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David)** into the fold. Nothing hits the spot quite like merino wool. Two years later, one of our most storied locations opened on [North Lamar](https://www.wholeearthprovision.com/info/store-locations?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) in 1996, bringing Whole Earth to North Austin (more on that in a second). The hand-painted mural around the front showcases a variety of Texas and WEPCo lore, and provides a great backdrop for a selfie. - ![41360032 (1) copy](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/41360032%20(1)%20copy.jpg?width=2431&height=2431&name=41360032%20(1)%20copy.jpg) Hover message - ![LAM 2](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/LAM%202.jpg?width=4789&height=4789&name=LAM%202.jpg) An early WEPCO sticker design - ![41360032 (1)](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/41360032%20(1).jpg?width=2657&height=2657&name=41360032%20(1).jpg) Hover message *Lovely Lamar* In 1997, [**San Antonio**](https://www.wholeearthprovision.com/info/store-locations?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) welcomed its own Whole Earth at the Alamo Quarry Market. This one holds the award for largest (and tallest) storefront in our lineup. Take our word for it when we tell you those smokestacks are WAY more impressive in person. Plus, they're hard to miss when you're in the area. *Just follow the smokestacks.* - ![59663433870-R1-036-16A_1](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/59663433870-R1-036-16A_1.jpg?width=1225&height=1226&name=59663433870-R1-036-16A_1.jpg) Hover message - ![IMG_1971](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/IMG_1971.jpg?width=3024&height=3024&name=IMG_1971.jpg) An early WEPCO sticker design - ![59663433870-R1-014-5A_1](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/59663433870-R1-014-5A_1.jpg?width=1227&height=1228&name=59663433870-R1-014-5A_1.jpg) Hover message *The Quarry Market store during construction* Back to North Lamar... That one wins the title for most grand reopenings. Over the years, it has faced both fire and flood. An incident at the shopping center in 1999 led to an emergency closure, a smoke-damage sale, and eventual reopening. ### A New Millennium In 2000, we opened the**[Westgate Store](https://www.wholeearthprovision.com/info/store-locations?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) **in South Austin, rounding out our current network of locations stretching across Texas. The larger of our two ATX stores received a major makeover late last year, so pop in and check it out if it's been a while. You'll spot artwork from our archives, fresh graphics, a revamped kids department, and an enhanced shopping experience. - ![@travperk_photo_WepcoSignInstall-Westgate-5](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/@travperk_photo_WepcoSignInstall-Westgate-5.jpg?width=4120&height=4120&name=@travperk_photo_WepcoSignInstall-Westgate-5.jpg) Hover message - ![9414435216-R1-006-1A](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/9414435216-R1-006-1A.jpg?width=3045&height=3045&name=9414435216-R1-006-1A.jpg) An early WEPCO sticker design - ![@travperk_photo-WEPCO_WestgateParty_nov2025-15](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/@travperk_photo-WEPCO_WestgateParty_nov2025-15.jpg?width=5495&height=5495&name=@travperk_photo-WEPCO_WestgateParty_nov2025-15.jpg) Hover message *Westgate upgrades* ### The Latest Chapter In 2012, we welcomed [**Howler Brothers**](https://www.wholeearthprovision.com/brand/howler-brothers?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) into our stores, starting with their second collection, the first that truly felt like *them*. It was the beginning of a relationship with one of the most creative brands in the outdoor space, and we're proud to have been early believers. North Lamar was targeted by the elements yet again in 2015. The Memorial Day Flood closed the shop for several months (cue the water-damage sale), but by the fall of that year, the doors were open again. Despite the challenges and multiple grand reopenings,  Lamar keeps coming back, and so do its customers. ![A mockup for a T-shirt design based on an original drawing from our archives. It features two people in a canoe with ores in their hands as they tackle rough waters. Large swiss army knives float in the water and the words "Shoal Creek Flood 2015 SURVIVOR" are displayed on the bottom.](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/Flood%20T-shirt%20SAMPLE%20300dpi%20(1).jpg?width=576&height=410&name=Flood%20T-shirt%20SAMPLE%20300dpi%20(1).jpg) We joined the online retail world at the end of 2017. Our newest “store” has brought successes and new challenges, but it often reminds us of our humble beginnings. At the end of the day, we’re a mom-and-pop shop where adventurers of all shapes and sizes can feel welcome, regardless of their outdoor experience. We always strive to recreate that same intimate feeling that made Whole Earth what it is today. Stay tuned for more site enhancements in the near future. ![The brown "Whole Earth tag" logo the company used around the time of its first website launch.](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/WEPCO-TAG-LOGO-10x4.png?width=394&height=119&name=WEPCO-TAG-LOGO-10x4.png) The [Whole Earth Brand](https://www.wholeearthprovision.com/brand/whole-earth?utm_campaign=273654468-2026_blog&utm_source=blog&utm_medium=55th_history&utm_term=brands&utm_content=David) made its grand entrance into stores in 2025, though it's not our first time putting our name on a tag. Our collection of performance apparel has been a resounding success, and this past spring we expanded it with vibrant tank tops for both men and women, as well as brand-new bottoms. It's been a long-awaited project, and we're delighted to see it finally come to fruition at the perfect moment. ![A lifestyle photo from Whole Earth's private label photoshoot. It features a man and two women sitting on an outdoor couch on a patio and they're all wearing Whole Earth apparel. A large, yellow, short-haired dog is also sitting with them.](https://info.wholeearthprovision.com/hs-fs/hubfs/55th%20Blog%20SQUARE/WholeEarthProvisionCo.59.jpg?width=1024&height=397&name=WholeEarthProvisionCo.59.jpg) ### The Next Chapter Over 55 years, we've opened a lot of doors, and yes, relocated a few of them along the way. We've grown from a single overstocked shop in Austin into a family-owned business with stores across Austin, Dallas, Houston, and San Antonio. Through every move, every reopening, and every new brand partnership, what's remained constant is you: the customers that we're proud to outfit for adventure after all these years. Whether you've been shopping with us since the early days or you walked through our doors for the first time last season, we're so glad you're along for the ride. Here's to 55 years. [![Logo for Whole Earth Provision Co., featuring a stylized Earth illustration on the left and the company name in bold blue serif font on the right.](https://info.wholeearthprovision.com/hs-fs/hubfs/WEPCo_RBG_LF_PrimaryLockup-WEPCO%20Blue.png?width=1384&height=378&name=WEPCo_RBG_LF_PrimaryLockup-WEPCO%20Blue.png "Logo for Whole Earth Provision Co., featuring a stylized Earth illustration on the left and the company name in bold blue serif font on the right.")](http://wholeearthprovision.com) *Whole Earth’s archivist, Donna, deserves special thanks for researching and providing the bulk of this information.* [Behind the Scenes](https://info.wholeearthprovision.com/blog/tag/behind-the-scenes), [Texas](https://info.wholeearthprovision.com/blog/tag/texas), [History](https://info.wholeearthprovision.com/blog/tag/history) ## Keep Exploring [![](https://info.wholeearthprovision.com/hubfs/BLOG/IMG_7955.jpg)](https://info.wholeearthprovision.com/blog/meet-our-buyers-footwear-edition) [Blog](https://info.wholeearthprovision.com/blog/tag/blog), [Footwear](https://info.wholeearthprovision.com/blog/tag/footwear), [Behind the Scenes](https://info.wholeearthprovision.com/blog/tag/behind-the-scenes) ## [Meet Our Buyers - Footwear Edition](https://info.wholeearthprovision.com/blog/meet-our-buyers-footwear-edition) Mar 5, 2026, 2:40:45 PM Every pair of shoes at Whole Earth starts with a conversation, a test run, or a strong opinion... [Let's Go 👉](https://info.wholeearthprovision.com/blog/meet-our-buyers-footwear-edition) ![POSSUM FAMILY FOR BLOG FOOTER](https://info.wholeearthprovision.com/hubfs/BLOG/POSSUM%20FAMILY%20FOR%20BLOG%20FOOTER.png "POSSUM FAMILY FOR BLOG FOOTER") ![Follow Our Socials-Desktop-Redondo-Black](https://info.wholeearthprovision.com/hubfs/BLOG/Follow%20Our%20Socials-Desktop-Redondo-Black.png "Follow Our Socials-Desktop-Redondo-Black") [facebook-f icon](https://www.facebook.com/WholeEarthProv) [instagram icon](https://www.instagram.com/WholeEarthProv) [Follow us on Facebook](https://www.tiktok.com/@wholeearthprov) [Follow us on Facebook](https://www.youtube.com/channel/UCIGWijtI9-GhfVe-tsFxhDA) [X Twitter icon](https://x.com/WholeEarthProv) linkedin-in icon --- [Discover](https://www.wholeearthprovision.com/discover) | [Clothing & Footwear](https://www.wholeearthprovision.com/clothing-and-footwear) | [Gifts, Toys & Books](https://www.wholeearthprovision.com/gifts-toys-and-books) | [Travel & Outdoor Gear](https://www.wholeearthprovision.com/travel-and-outdoor-gear) | [SALE](https://www.wholeearthprovision.com/all-products/browse/sale/yes) [Contact Us](https://www.wholeearthprovision.com/info/get-in-touch) • [Privacy Policy](https://www.wholeearthprovision.com/info/privacy-policy) • Copyright © Whole Earth Provision Co. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David", "url" : "https://info.wholeearthprovision.com/blog/author/david" }, "dateModified" : "2026-07-21T16:36:43.109Z", "datePublished" : "2026-06-26T17:00:00.000Z", "headline" : "55 Years of Good Gear and the Occasional Flood", "image" : [ "https://info.wholeearthprovision.com/hubfs/55th%20Blog%20SQUARE/ACI_Watson_Slide%2005black_1566%20(1)%20copy.jpg" ], "mainEntityOfPage" : { "@id" : "https://info.wholeearthprovision.com/blog/55-years-of-good-gear-and-the-occasional-flood", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://info.wholeearthprovision.com/hubfs/WEPCo_RBG_LF_PrimaryLockup-WEPCO%20Blue.png" }, "name" : "Whole Earth Provision Co." } } ```