‘COUNTERCULTURAL GENERAL STORE.’ Steven Reuter opened his Eau Claire store, Truckers Union, in 1970.

Steven Reuter started his journey with a dream. Well, a dream and a tight budget of $5,000.

Inspired by other head shops, Reuter sought to bring something different to Eau Claire. Through a variation of art and bands (such as The Grateful Dead), and the “Keep On Truckin’ ” slogan, Truckers Union was born in 1970 – and as of this year celebrates a whopping 50 years in the community.

A dream and a tight budget might sound like a disaster plan for a startup, but Reuter proved to be somewhat of a local anomaly in his success. He started the business off as a headshop, leather shop, and record store. But it wasn’t just luck that kept his store open all these years. If he didn’t have the money to stock his store with items, he figured he’d handcraft most of the store’s quirky products, including bongs and pipes. “We like to be on the cutting edge of things,” Reuter said. Now, the store is known for its unique costume jewelry, clothing, T-shirts, posters, tapestries, books, greeting cards, stickers, incense, perfume oils, candles, home décor, and all sorts of counterculture stuff. Truckers is also known for its wood pipes, water pipes, glass pipes, acrylic pipes, hookahs, bubblers, oil rigs, vaporizers, and “all the modern toys you may want,” according to their website – except for crack pipes. That’s where they draw the line.

The store is known for its unique costume jewelry, clothing, T-shirts, posters, tapestries, books, greeting cards, stickers, incense, perfume oils, candles, home décor, and all sorts of counterculture stuff.

Truckers eventually expanded their merchandise to include wild and unique posters, a well-stocked incense wall with unique scents, spiritual stones, tapestries, and books. Truckers Union was also the first store to introduce leggings to the area. “As far as advice for anyone who wants to go into business,” Reuter said, “undercapitalization is a real problem.” Undercapitalization refers to when a business has insufficient funding to support itself, and –when it comes to business – Reuter has seen it all.

After spending 50 years in the community, Reuter has no shortage of entertaining stories. In 2002, Truckers hosted a 420-themed party. In 2013, their biggest event was a Jesus lookalike contest, Reuter said. It was their 43rd year, and 43 Jesuses visited.

But, with all the fun and community involvement Truckers has provided over the years, it has not come without setbacks, including a fire that broke out in 1986 and the 2008 recession. And Reuter’s plan to retire is now celebrating its 25th birthday.

Regardless, we can all say one collective “Happy Birthday” to this Eau Claire gem.

Truckers Union • 413 Water St., Eau Claire • (715) 834-6885 • truckersunionec.com