Joe McHugh, was the creative director and owner of East Totem West from 1967 to 1969. Born in Ohio, he was drafted into the army in 1963. He dropped acid with the army shrink in 1964 and was never quite the same. He was discharged in 1966 and off he went to Northern California. ETW was meant to be a company that produced hippy art -- no music posters or merch -- just psych experiences on paper. McHugh continues to lives and works in Northern California.