 In 2016, the store was named the 38th fastest growing inner city business in the United States by "Fortune".The Oaklandish company began in 2000 as a street art and viral marketing campaign designed to raise awareness about local history and culture.Original projects included a wheat-paste poster series, the "Oakland-Love Retrospective" slide show (projected onto downtown architectural landmarks), the Liberation Drive-In parking lot movie series, and the Oakslander Lakeside Gazette zine.