The purpose of the article is to reveal the views of E. Sapir and B. L. Whorf on the relationship between language, thinking and reality (experience), to briefly analyze some interpretations belonging to the critics of the Sapir — Whorf hypothesis, to identify those statements of Sapir and Whorf that have retained their value for linguistics at the beginning of the XXI century. The object of study is the phenomenon traditionally called the “Sapir — Whorf hypothesis”. The subject of the study is the views of Sаpir and Whorf on the relationship between language, thinking and reality (experience), as well as their interpretation in the studies of critics of these views, which did not always reflect the true views of Sаpir and Whorf. The result of the study is to identify the essence of the statements of the critics of the Sapir — Whorf hypothesis, who put forward “strong” and “weak” versions of this “hypothesis”, and to clarify the achievements of Sаpir and Whorf. The authors of the article emphasize that Whorf viewed linguistic relativity not as a hypothesis but as a principle. While hypotheses need to be proved to turn them into theories, principles do not. The principle of linguistic relativity has a long tradition. Plato, Aristotle, F. Bacon, J. Locke, J. G. Hamann, J. G. Herder, W. von Humboldt, O. O. Potebnia, and J. Baudouin de Courtenay have already spoken about the influence of language on thinking. The article uses the actualist method, which involves, on the one hand, a historical view of the problem under consideration, and, on the other hand, the use of such techniques and procedures as source analysis (linguistic texts) and synthesis of the data obtained, comparison, abstraction and logical historical and scientific reconstruction. Conclusions: Sapir and Whorf’s undoubted merit to science was their pioneering study of a number of cognitive processes. This gave a powerful impetus to the development of cognitive linguistics, ethnolinguistics, psycholinguistics, linguocultural studies, and linguistic conceptology. Linguistic relativity is a modern research paradigm.