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Evening Standard
Evening Standard
Lifestyle
Claudia Cockerell

Inside South by Southwest, where tech bros and hippies battle for the soul of Austin

Tech is taking over Texas — but what does it mean for its free-spirited capital? - (Getty Images for Uber and Waymo)

“Keep Austin Weird” is the unofficial slogan of Texas’s capital. I lived there for a year in 2018 and saw the markers of that mantra everywhere. The locals were free-spirited, there was a thriving live music scene, most of the stores were independent and there was none of the prudishness you find elsewhere in the States.

I lived next to a clothing-optional affordable student housing co-op, while everyone sunbathed topless at Barton Springs, the city’s beloved municipal pool. Austin was already gentrifying quickly, but it was still a little rough around the edges.

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