In a 25-square-block area of San Francisco, in the summer of 1967, an ecstatic, Dionysian mini-world sprang up like a mushroom, dividing American culture into a Before and After unparalleled since World War II. If you were between 15 and 30 that year, it was almost impossible to resist the lure of that transcendent, peer-driven season of glamour, ecstasy, and Utopianism. It was billed as the Summer of Love, and its creators did not employ a single publicist or craft a media plan. Yet the phenomenon washed over America like a tidal wave, erasing the last dregs of the martini-sipping Mad Men era and ushering in a series of liberations and awakenings that irreversibly changed our way of life.

The Summer of Love also thrust a new kind of music—acid rock—across the airwaves, nearly put barbers out of business, traded clothes for costumes, turned psychedelic drugs into sacred door keys, and revived the outdoor gatherings of the Messianic Age, making everyone an acolyte and a priest. It turned sex with strangers into a mode of generosity, made “uptight” an epithet on a par with “racist,” refashioned the notion of earnest Peace Corps idealism into a bacchanalian rhapsody, and set that favorite American adjective, “free,” on a fresh altar.

“It was this magical moment … this liberation movement, a time of sharing that was very special,” with “a lot of trust going around,” says Carolyn “Mountain Girl” Garcia, who had a baby with Ken Kesey, the man who helped kick off that season, and who then married Jerry Garcia, the man who epitomized its fruition. “The Summer of Love became the template: the Arab Spring is related to the Summer of Love; Occupy Wall Street is related to the Summer of Love,” says Joe McDonald, the creator and lead singer of Country Joe and the Fish and a boyfriend of one of that summer’s two queens, Janis Joplin. “And it became the new status quo,” he continues. “The Aquarian Age! They all want sex. They all want to have fun. Everyone wants hope. We opened the door, and everybody went through it, and everything changed after that. Sir Edward Cook, the biographer of Florence Nightingale, said that when the success of an idea of past generations is ingrained in the public and taken for granted the source is forgotten.”

Well, here is that source, according to the people who lived it.

“Old-Timey”

Certain places, for unknowable reasons, become socio-cultural petri dishes, and between 1960 and 1964 the area of Northern California extending from San Francisco to Palo Alto was one of them.

San Francisco’s official bohemia was North Beach, where the Beats hung out at Lawrence Ferlinghetti’s City Lights bookstore, and where espresso was sipped, jazz was worshipped, and hipsters did not dance. North Beach was not unique, however; it had strong counterparts, for example, in New York’s Greenwich Village, L.A.’s Venice Beach and Sunset Strip, and Cambridge, Massachusetts.

What was unique was happening across town, where a group of young artists, musicians, and San Francisco State College students became besotted with the city’s past. “There was a huge romanticism around the idea of the Barbary Coast, about San Francisco as a lawless, vigilante, late-19th-century town,” says Rock Scully, one of those who rented cheap Victorian houses in a run-down neighborhood called Haight-Ashbury. They dressed, he says, “in old, stiff-collared shirts with pins, and riding coats and long jackets.”

“Old-timey” became the shibboleth. Guys wore their hair long under Western-style hats, and young people decorated their apartments in old-fashioned castoffs. Scully recalls, “Michael Ferguson [an S.F. State art student] was wearing and living Victoriana in 1963”—a year before the Beatles came to America, and before costuming-as-rebellion existed in England. They were not aping the British. “We were Americans!,” insists musician Michael Wilhelm. Architecture student George Hunter was yet another in the crowd, and then there were the artists Wes Wilson and Alton Kelley, the latter an émigré from New England who frequently wore a top hat. “Kelley wanted to be freeze-dried and set on his Victorian couch behind glass,” says his friend Luria Castell (now Luria Dickson), a politically active S.F. State student and the daughter of a waitress. Castell and her friends wore long velvet gowns and lace-up boots—a far cry from the Beatnik outfits of the early 60s.