Entrepreneurship, Local Fashion, Tourism Development, and the Hippie Movement: The Case of Adlib Fashion (Ibiza, Spain)

Abstract

On the island of Ibiza, the sixties and seventies saw a touristic boom and the rise of hippies. The hippie presence ended shortly after, but left various elements considered to be direct legacies. Among these elements, it is worth highlighting the creation of a local fashion inspired by traditional clothing and hippies. This fashion was called Adlib and has its appearance date in 1971 with the first Ibiza Fashion Week. In this paper, a case study is carried out, supported by interviews, which delves into the historical evolution and the current situation of Adlib Ibiza fashion and the businesses under this umbrella brand. Adlib fashion has always had more relevance as a tool for promoting and differentiating tourism than as an independent economic sector. Even so, it is a small sector made up of small or micro businesses created by entrepreneurs from the island who seek to market their designs. Unfortunately, many businesses fail shortly after their opening and do not survive the retirement of their founder, due to the strong link of these businesses to the designs and creations of their owner. The evolution of the brand and its businesses undermines any optimism in future trends, and possibly suggests a slow decline.