How it Started
The idea of Yearthie was born in 1989. I grew up with Mother Earth News, The Whole Earth Catalog and Foxfire on the bookshelf, the daughter of a park ranger and a school teacher. One of my chores as a little girl in the 70’s was to work the can opener to take the bottoms out of tin food cans after they were washed. When recycling day rolled around, I would help my dad smash them flat with a brick. Next we would bundle newspapers into neat stacks to be tied up with cotton string. As a young adult I decided I was more of a Yearthie kind of person than a yuppie. But like a lot of young people in my generation I got caught up in what was seemingly dictated by the times - and while chasing a career, big house, a paycheck and all the accoutrements of consuming, my mom would remind me not to become a cynic.
One night during 2011, in a Jerry McGuire-ish type moment, I had a reckoning with my behavior, and revisited my youthful idealism. From that came what it means to be Yearthie.
Yearthie is a counterpoint to the yuppie 'me first' culture - a more empathetic awareness of environment and others. It is about wringing all that we can out of each day, while simultaneously being aware of the consequences of how we behave. The idea is communicated through the designs of the Yearthie brand, characters and what Yearthie means statement.
It may be a bit mawkish (rainbows and unicorns) for some, and I proceed with the understanding that at times it is only well delivered satire that grants us relief….but there is so much airtime given to harsh words, consumer one-upsmanship, and sitcom style put-down humor. Who will we become? Too much cynicism is destructive. Being conscious of the world around us and giving our best effort in the face of the mundane or catastrophic, doesn't equate to naivety and Pollyanna futility. It creates change and hope.
Over here we're rollin' a bit more Yearthie, and a lot less yuppie. I’d love for you to join us.
Founder of Yearthie