arabbitshole

^{the last straw and usal project’s deadbeat earth sweep published by daylon hicks}

The Last Straw and Usal Project came together for the Deadbeat Earth Sweep in celebration of Tame Impala’s new album, deadbeat. This event was more than just a cleanup around Ocean Beach, it was a demonstration of community spirit and collective action. Both companies share a deep commitment to sustainability, connection, and giving back to the city of San Francisco. By joining forces, They aimed to inspire local residents to take pride in their shared environment and remind everyone that real change starts when a community comes together for a common purpose.

We had the opportunity to explore in depth the impact of the event and the overall listening experience of Tame Impala’s Deadbeat through conversations with inspiring individuals including Graham Woo-Holoch, Owner of The Last Straw, Michael Rasmussen, Environmental Educator for the National Park Service, Aj Weaver, Product Manager for Disco, and Jessica Nguyen, Catalyst Marketing for Yerba Madre. Each shared valuable insights on how community involvement, environmental awareness, and music can come together to create meaningful and lasting change.

Founded in 1975, The Last Straw serves as a platform for contemporary art, artist editions, creative projects, and a community clubhouse of sorts. They host pop-ups and activations with people and brands that inspire them, along with workshops, beach potlucks, and open spaces for critique and conversation. At its core, it’s is a place to gather, create, and connect. We also recently released a publication that delves deeper into the story and vision behind the brand, which you can find linked here.

Usal Project is a community-driven brand that connects people with the outdoors through diverse experiences, events, and products designed for the modern outdoor enthusiast. Their mission aligns closely with The Last Straw’s goals, emphasizing connection, creativity, and a shared sense of community.

Later in the day, the celebration continued with Usal’s opening party, marking the exciting beginning of the brand’s presence in the Bay Area. This launch represents more than just a new location, it’s the start of an ongoing commitment to building community through workshops, hikes, runs, and other local experiences that bring people together and foster connection through shared purpose and movement.