Way back in 1970, when leisure suits first emerged and skirts fell to the ankle, Jack and Linda Jones launched a company with roots beyond retail. Their store, named Whole Earth Provision Co., was inspired by the Whole Earth Catalog, a collection of short book descriptions and tools that offered a complete view of the world’s inner-workings. Thanks to the Jones family, shoppers could actually lay there hands on books and tools featured in the Whole Earth Catalog, an absolute dream come true for the catalog’s loyal fans.
Over the ensuing three years, the Jones’ continued to add more and more items to their shelves, ultimately outgrowing their retail location. Eventually, the couple moved into a larger store around the corner, making room for more clothing, hammocks, outdoor gear, canoes, kayaks and eventually, Dansko shoes.
Today, more than four decades removed from a small store in Austin, Whole Earth Provision Co. continues to excite customers, operating nine stores in five Texas cities: Austin, Dallas, Houston, San Antonio and Southlake. Along the way, the store has supported nonprofits large and small, including the Nature Conservancy, Audubon Society and Hill Country Conservancy. From cleaning local rivers and parks to teaching outdoor classes for children, Whole Earth Provision Co. strives to serve others through local philanthropy.
In the spirit of the store’s passion for adventure, we decided to offer three compelling reasons to visit the Lone Star state (aside from the opportunity to shop at Whole Earth Provision Co., of course). Take a look below—and start planning your adventure.