Looking for alternative ways of living and consuming, thinkers and artists in the early 1960s and late 1970s took on various art-related causes, such as decentralizing the design process and rejecting society's apparent materialistic values.
American hippies donned long hair and brightly colored (¨styleless¨) clothing rather than the clean-cut, brand-name outfits of the day, forsaking the burdens of the dominant, consumer-driven culture.