The Whole Thing Catalog

Gordon Ashby’s Visionary Eco-Consciousness

Figure 1: Transformer promotion in “Advertisements for a Counter Culture,” Progressive Architecture, July 1970.
In order to further encourage the study of ecology from a total view, Ashby instituted the program ‘Transformer,’ with his office providing supplies, tools, facilities, skills and knowledge to persons outside the office working on ecological projects. These projects become satellites of the office and hopefully will begin to implement change. As Ashby describes it, the ‘Transformer’ changes minus energy to plus.2
Figure 2. Gordon Ashby wearing Raptor mask, undated. Gordon Ashby papers, Environmental Design Archives, University of California Berkeley.
If there is material, technological, and industrial pollution that exposes the climate to conceivable risks, there is a second, invisible pollution that endangers time: cultural pollution, to which we have subjected the thoughts of the long term that are guardians of the Earth, of men, and of things themselves. Without fighting this second pollution we will lose the battle against the first.27
  1. Forrest Wilson, “Advertisements for a Counter Culture,” Progressive Architecture 51, no. 6 (July 1970): 70. [↩]
  2. Wilson, “Advertisements for a Counter Culture,” 72. [↩]
  3. Wilson, “Advertisements for a Counter Culture,” 70. [↩]
  4. In interviews with the author from 2012-14, Gordon Ashby, Jim Campe, Chip Lord, and Sim Van der Ryn each attributed Wilson’s departure from his post as editor of Progressive Architecture to the negative reception of “Advertisements for a Counter Culture.” [↩]
  5. Gordon Ashby, “Find Your Place in Space,” Whole Earth Catalog, July 1970. [↩]
  6. Lori Fogarty, "Transforming the Gallery of California Natural Sciences," September 2014, 1, https://museumca.org/wp-content/uploads/2025/03/Essay_Introduction_Fogarty.pdf; T.H. Watkins, “A Walk Across California,” Cry California 4, No. 4 (Fall 1969): 11. [↩]
  7. Author interview with Gordon Ashby, Inverness CA, 14 November 2014; telephone conversation with Jim Bagnall, 6 May 2025. [↩]
  8. Gordon Ashby, interview by author, 2014. [↩]
  9. Simon Sadler, “Mandalas or Raised Fists? Hippie Holism, Panther Totality, and Another Modernism,” in Hippie Modernism: The Struggle for Utopia, ed. Andrew Blauvelt (Minneapolis: Walker Art Center, 2015), 122. [↩]
  10. Mark Harris, “Countercultural Intoxication: An Aesthetics of Transformation,” in West of Center: Art and the Counterculture Experiment in America, 1965-1977, ed. Elissa Auther and Adam Lerner (Minneapolis: Univ. of Minnesota Press, 2012), 329-30. [↩]
  11. José and Miriam Argüelles, “Symbolic Paths to Spiritual Growth: The Mandala,” Audiotape 12901 (Tiburon CA: Big Sur Tapes, 1970). [↩]
  12. Padma Dorje Maitland, “Mandalas,” Critical Sustainabilities, March 25, 2016, https://critical-sustainabilities.ucsc.edu/mandalas/ [↩]
  13. Author interview with Gordon Ashby, November 14, 2014. [↩]
  14. Steward Brand, ed., The Next Whole Earth Catalog: Access to Tools (New York: Random House, 1980), 6. [↩]
  15. Diedrich Diederichsen and Anselm Franke, eds., The Whole Earth: California and the Disappearance of the Outside (Berlin: Sternberg Press, 2013). [↩]
  16. Author interviews with Micah Van der Ryn and Gordon and Teresa Ashby, October 3, 2024. [↩]
  17. “Battle of Bolinas Bay Won by the Good Guys,” Oakland Tribune, January 22, 1971; Peter T. White, “Barehanded Battle to Cleanse the Bay,” National Geographic 139, no. 6 (June 1971): 873–75; both cited in Shirley Freitas, “The San Francisco Oil Spill of 1971,” Necessary Storms, July 4, 2023. https://www.necessarystorms.com/home/the-san-francisco-oil-spill-of-1971. [↩]
  18. I am grateful to Johanna Mehl for pointing out the shift to from national to local mobilization in Ashby's work as an ecological activist. [↩]
  19. Gordon Ashby, “Finding Your Place in Space,” in Finding a Place in Space and Making a Book in 120 Hours, eds. The Folks at Rainbow Corners (San Luis Obispo, CA: California State Polytechnic College, 1972), Gordon Ashby papers, Environmental Design Archives, University of California, Berkeley. [↩]
  20. William Blake, selections from ‘Milton’; John P. Murphy, “Building Golgonooza in the Age of Aquarius,” in William Blake and the Age of Aquarius, ed. Stephen F. Eisenman (Princeton, NJ: Princeton University Press, 2017), 164. [↩]
  21. Michael McClure, “Wolf Net: Part One,” 1970. [↩]
  22. William Blake, The Marriage of Heaven and Hell (1793), 14. [↩]
  23. Elizabeth Ferrell, “William Blake on the West Coast,” in Eisenman, William Blake and the Age of Aquarius, 138. [↩]
  24. Pramod K. Nayar, Posthumanism (Cambridge: Polity Press, 2014) [↩]
  25. Michel Serres, “La non-invitée au sommet de Copenhague,” Libération, December 9, 2009; cited in Bruno Latour, “An Attempt at a Compositionist Manifesto,” New Literary History 41, 2010: 478–79. [↩]
  26. Michel Serres, Angels: A Modern Myth (Paris: Flammarion, 1995). [↩]
  27. Michel Serres, “The Natural Contract,” trans. Felicia McCarren, Critical Inquiry 19, no. 1 (1992): 5. [↩]
  28. Stewart Brand, The Clock of the Long Now: Time and Responsibility (New York: Basic Books, 1999), 2. [↩]
  29. Brand, The Clock of the Long Now,  4. [↩]
  30. Brand, The Clock of the Long Now, 3. [↩]
  31. Stephen Gilchrist, Everywhen: The Eternal Present in Indigenous Art from Australia (Cambridge, MA: Harvard Art Museums, 2016), 19. [↩]