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Counterculture (also written counter-culture), Spanish- contracultura, French- contreculture, Italian -Controcultura, Deutsch -Gegenkultur- is a sociological term used to describe the values and norms of behavior of a cultural group, or subculture, that run counter to those of the social mainstream of the day, the cultural equivalent of political opposition. Counterculture can also be described as deviating away from the norm of society, or what is perceived to be normal. This deviation takes a group or behavior to be segregated from the norms.

Now our subculture is made up of artists, designers, musicians, lawyers, doctors, athletes, young and old adults. We are here to embrace all that keeps us from going insane in this crazy world. Allowing ourselves to live and think freely. To create art, to write music, to graduate from college, to ride a half pipe, catch a first wave, or just take a moment to enjoy life for what it is.

I truly believe that our behavior and values have always been very different from the norm. Our industry has always believed that our businesses known as smokeshops or headshops were never meant to be main-stream. We are not a headshop. We are counterculture. We are a store carrying products for the ladies and gentlemen who enjoy living free of stereotypes.

We know that socially normal is boring. We want the world to see that it is better to be different, to spread love, peace and wisdom. Do what ever you can and contribute to make our planet a better place to live.

In conclusion, if we are deviating from the norm of society by promoting our lifestyle and if we are deviating from the norm of our own industry by embracing change, then we must be doing something right.