Store Solemates: Slinging Outdoor Gear Since the 70s'

Derick (D): I know you have a history from the seventies—tell us a little bit about Whole Earth Provision Company.  

Whole Earth Provision (WEP): We were founded in 1970 by a lovely couple, Jack and Linda. They had gone to school here in Austin at UT (University of Texas) and had moved back to Dallas and just dreamed of something more than Dallas. It's a little bit of a concrete jungle, you know, and they were adventurers.   

They were inspired by the Whole Earth Catalogs from the 1960s and seventies, so they decided to return to Austin and open a retail store. At that time, it looked a lot different. We had oil lamps, handmade soaps, and it was really an exploratory gift store. Within two weeks, which was just before Christmas, they had sold everything in the store.

D: Oh, that's a good problem to have!

WEP: Isn’t it? They're like, okay, I guess we can do this. So, first they closed the doors and went to Mexico for Christmas and New Year's, then came back (and started again) in 1971.   

In these 55 years, it's always been gifts, but we found our home in outdoor retailing. We have a ton of footwear, clothing, and those unique gifts that people just love to shop for in-person.

D: Are the owners still around?

WEP: Jack is still around. His wife, Linda, our founding mother, passed away about 15 years ago. But, Jack and his brother Joe, who came on just after they opened the store, are both still with us. Joe's son, Holland, is our president now. So, very much still the same family and there's so, so many of us that have been here for 20-plus years.

D: You said the owners were adventurers. What kind of adventures would they get into?

WEP:  The stories I've heard and read about are they spent a lot of time in rural areas of Mexico and South America. There was a lot of association with cavers and protecting caves, hiking, tons of water, lots of kayaking, and finding rivers. 

D: How does Whole Earth engage with your community? Do you have events, or do certain things to have connection with them?

WEP: We do. We are closely knit with community partners in all our markets, we have stores all throughout Texas. We partner with organizations that prioritize education, enjoyment, preservation of the earth, waterways, lands, and organizations that help folks get out into nature that normally would not have the opportunity. 

We partner with a lot of organizations that help children get outside. They are given hiking boots because they want to go hiking or backpacking but otherwise wouldn't have that opportunity. It’s also about easily introducing them to how they can get outside, protect it, enjoy it, and really be an advocate for the environment.

D: Are your stores only in Texas?

WEP: Yep. Only in Texas. We've got stores in all the major markets: two in Houston, one in Dallas, two in Austin, and one in San Antonio. 

D: How do you balance being a business with being an active part of the community?

WEP: We are blown away all the time when we have things like a fund drive for the Texas State parks, or we sell merchandise where the benefits go to Austin Sunshine Camps. And, there's a group here called Hill Country Conservancy and they buy land to preserve it before it can be bought to be developed. We’re just always so surprised at how much our customers show up, donating to these causes. We match a lot of donations, and so partnering with our customers and our communities allows us to be a business and still be able to stay financially sound and support the communities that are with us. 

D: Talk a bit about your staff, about the people that work for Whole Earth Provision.

WEP: There are shining stars at every single one of the stores. And I think our culture and our presence in the community just attracts a certain type of individual that comes in and they're super passionate about what they do and they really value connecting with each customer that comes in that door. I could name some names, but I'd almost rather not because we are full of amazing humans.

D: What kind of staff do you normally get? 

WEP: We have a lot of staff that ride road bikes. They go on really long road bike adventures. We have thru-hikers. We have car campers, we have backpackers. But we also have folks that their favorite thing to do outside is to walk their dog and then garden in their own yard. You know, to them that's their adventure. And I think we just value so much when people bring whatever that passion is into their work in the store, to connect with such a wide range of customers that we get that come in our doors.

D: How do you see the future of the store and its role within the community?

WEP: I think to just keep doing what we're doing, making sure we're connecting with folks and organizations that align with our values. 

D: Is there anything else you would like us to add?

WEP: We were an early adopter (of Oboz) and they are a great, great supporter for us, the retailer, which means they're a great customer supporter too, you know, and, and we have partnered with them in many ways in the past. It’s great to still be a local retailer that's surviving in what is kind of a scary environment, currently. But, having brand partners, customers, and community partners helping us succeed is wonderful to feel, it's wonderful to have.

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