Stewart Brand - Whole Earth Catalog

Whole Earth Catalog

During the late 1960s and early 1970s about 10 million Americans were involved in living communally. In 1968, using the most basic of typesetting and page-layout tools, Brand and his colleagues created issue number one of The Whole Earth Catalog, a book with the significant subtitle, "access to tools". Brand and his wife Lois travelled to communes in a 1963 Dodge truck known as the Whole Earth Truck Store, which moved to a storefront in Menlo Park, California. That first oversize Catalog, and its successors in the 1970s and later, reckoned that many sorts of things were useful "tools": books, maps, garden tools, specialized clothing, carpenters' and masons' tools, forestry gear, tents, welding equipment, professional journals, early synthesizers, and personal computers. Brand invited "reviews" of the best of these items from experts in specific fields, as though they were writing a letter to a friend. The information also made known where these things could be located or bought. The Catalog's publication coincided with the great wave of social and cultural experimentation, convention-breaking, and "do it yourself" attitude associated with the "counterculture".

The influence of these Whole Earth Catalogs on the rural back-to-the-land movement of the 1970s, and the communities movement within many cities, was widespread throughout the United States, Canada, and Australia. A 1972 edition sold 1.5 million copies, and it won the first U.S. National Book Award in category Contemporary Affairs.