Whole Earth Provision Co. is a specialty retail company founded in 1970, based in Texas, with six stores across Austin, Dallas, Houston, and San Antonio. It offers a wide range of clothing, footwear, and outdoor gear designed to complement and enhance life at home, work, school, and outdoor adventures such as hiking, camping, and travel
. The company originated from the ideals of the Whole Earth Catalog , a 1960s-70s publication that promoted independent education and ecological awareness. Whole Earth Provision Co. was created to provide a physical store where customers could browse and purchase the kinds of tools, books, and gear featured in the Catalog. Early inventory included flour mills, oil lamps, massage oils, camp soap, and how-to books, later expanding to outdoor gear like backpacks, tents, sleeping bags, and rugged clothing from innovative brands such as The North Face and Patagonia
. Today, Whole Earth Provision Co. is known for its eclectic and carefully curated merchandise, balancing quality, practicality, and innovation. It serves a broad customer base, from casual shoppers to serious outdoor enthusiasts, and supports environmental and community causes in Texas
. The company operates both physical stores and an online presence, with knowledgeable staff and a reputation for a fun, laid-back shopping experience. It is often compared to a local, Texas-focused version of REI, offering a wide price range of outdoor and travel gear, clothing, shoes, books, toys, and gifts
