Dear sixties souls, we are very thrilled to present you our new capsule collection inspired by the hippies lexical field. As usual all the t-shirts are made of a fine organic cotton certified GOTS, FAIR WEAR and Oeko-Tex Standard 100. These three labels guarantee quality and ethics all along the production process.

To the beatnik generation of the ‘40s, “Hip” meant cool, stylish, aware. Jack Kerouac used to described his friends as “the new American generation known as the ‘hip”. Nevertheless in the early 60s, the term hippie was coined to refer to the new generation of beatniks, the young, "woke" people of the counterculture who rejected “the man” and his establishment and preached love and nonviolence.

However, the '60s and '70s saw momentous shifts in political, social, and environmental awareness. Those evolutions in consciousness needed a new identity which appears as a new way of talking and dressed. This is what inspired this new capsule collection. The hippie vocabulary. 

How to speak Hip?

In 1959, John Brent and Del Close released an album called « How to speak Hip ». The album is designed as a satire where the secret language of the 'hipster' is treated as a foreign language. Part of the joke it actually does a good job of describing the Beatnik sub-culture basic concepts such as "Cool" and "Uncool" are taught, as well as vocabulary building like "Dig", "Pot", "Dig Yourself", "Baby", "Riff", "Fuzz", "Wig". 

Many of the phrases and expressions survived to become key elements of the counterculture vocabulary.