Hippie Boys Confuse Motivational Researchers

In the late 60s, the U.S. economy had need for the “Peacock Generation” to become good consumers like their moms and dads. Hippie boys and girls were a problem for the motivational researchers. They did not buy clothes, deodorant, soap, hair cream, razors or new cars. Not only did my friend Vick not buy underwear, he didn’t even wear them under his Levis. Their general rejection of consumerism might be construed as a big “Fuck You” to advertising, the media, and the captains of industry.



From Twentieth-Century Fashion, by Linda Welters & Patricia Anne Cunningham
http://books.google.com/books?id=ydEB1Yd6JkgC&pg=RA1-PA795&lpg=RA1-PA795&dq=%22peacock+generation%22&source=web&ots=Cv598-ypg6&sig=X0Oy0lCRl2IN4vwgSDSbJvN5FuU#PRA1-PA745,M1


They expressed their discontent through their dress. These young people were at the forefront of the hippie movement, whose adoption of anti-fashion, non-traditional clothing was one phenomenon of many that led to the decline in the traditional menswear market.
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In their discontent, hippies sought self-knowledge through drugs, sex and spiritual advice. Their new manner of dressing distinguished them from the mainstream culture. Hippie clothing is often described as anti-fashion, created from patched clothing mixed together with cast-offs, second-hand clothing, and flamboyant accessories. It might include a mixture of rumpled past styles and ethnic clothing. The movement generated many merchants selling clothing from Africa, India, Afghanistan and the like. Hippies disdained new clothing and anything made of synthetic fibers, such as polyester and nylon, or with wrinkle-free finishes. In fact, they liked wrinkles. And they especially liked worn denim that by the end of the decade became the uniform of all disillusioned youth. One aspect that was particularly appealing about the hippie clothing was that it offered a great deal of comfort.