Hippie Then, Hippie Now
By Joelle Westwood
The year is 1967. TIME Magazine writes articles on the “topsy-turvy” fashion world every Sunday, velvet bell-bottoms grace the streets of New York, and there’s a sense of impending change everywhere. Taking stances on topics ranging from civil rights movements to the monumental space race, Americans blended their styles with the changing times to display their beliefs through their outfits.
The beginning of the 1960s ushered in what appeared to be a golden age for capitalism in America. Although the charismatic President John F. Kennedy exemplified this all-American ideal, his assisination marked the end of this optimism. By the late 1960s, the nation seemed to be falling apart in the midst of the Vietnam War and its widespread unpopularity. Anti-war protests broke out, thus popularizing the iconic “Make Love, Not War” slogan. This, along with patterned peace signs, appeared upon millions of clothes in an effort to make political advocacy trendy— giving those against the war a whole new style.
These “hippies” abandoned the constricting suits and modest skirts of the ‘50s in favor of a New Age dress code: bright, psychedelic colors and a loose, Bohemian style. Natural fabrics like batik were decorated with paisley patterns and flowers. Tie-dye emerged alongside medallion necklaces and other bold accessories. Women opted for A-line skirts, maxi dresses, and wide-leg beach pants— all sustainably thrifted, of course. Similarly, men’s clothing included vibrant colors on patterned pants with loose turtlenecks and even looser t-shirts. Fashion during this time was “anything goes,” as long as it wasn’t the social norm and—for a fearless few—this extended to wearing no clothes at all. As protests continued, the free and unapologetic style of the counterculture hippies became deeply intertwined with the anti-war movement.
Cut to 2022; now more than ever, fashion remains a necessary component of political advocacy. Young adults are dealing with overstimulation caused by social media use, the aftermath of a global pandemic, and perhaps most prominently, the constant awareness that our planet is in existential danger due to climate change. The fashion industry is responsible for ten percent of all global carbon emissions and 20 percent of all wastewater. The main contributor within the industry? Fast fashion.
Fast fashion brands’ widespread promotion of fleeting trends manipulate the public into indulging in overconsumption. As trends rotate on a weekly basis, consumers find that the new clothes in their closets quickly become outdated. Today, climate-conscious consumers must not only consider their stylistic preferences and financial constraints when shopping, but must also account for ethics. Top fast fashion brands have publicly claimed to be more sustainable, but are still often guilty of misleading the public regarding their environmental impact— a practice known as “greenwashing.” Corporations, although responsible for most of the emissions created, are not likely to make substantial enough impacts to reverse the damage they have caused because those changes would not be profitable. It is up to the consumer to not purchase fast fashion and find ways to shop more sustainably.
In order to go beyond this unsustainable and restrictive norm, shoppers can use second-hand clothing to bring their style, and the planet, back into groove. Buying second-hand is not only more affordable, but it vastly reduces pollution and waste. Every piece has its own story and was loved by someone before you. If you’re looking for space in your wardrobe, consider consigning for some extra cash or donating to those in need. Keeping in hippie fashion, when at your local thrift store, opt for bell-bottoms, vests, peasant blouses, or any other looks that enhance your individuality. From bright, warm-toned colors to loose, non-constricting fabrics, this style represents far more than just rebellion and psychedelics. If 1960s fashion represents the hippie counterculture, free from societal restrictions and encouraging support of choosing one's own path, 2020s fashion can represent rising above microtrends and fast fashion in an effort to save our world.
Defy mainstream fashion, support our planet, and transcend into you.