From the Margins to the Mall: The Lifecycle of Subcultures

May 16, 2026

Founded in 1940, Pinnacle was a rural Jamaican commune providing its black residents a “socialistic life” removed from the oppression of British colonialism. Its founder, Leonard Howell, preached an unorthodox mix of Christianity and Eastern spiritualism: Ethiopia’s Emperor Haile Selassie was considered divine, the Pope was the devil, and marijuana was a holy plant. Taking instructions from Leviticus 21:5, the men grew out their hair in a matted style that caused apprehension among outsiders, which was later called “dreadlocks.” Jamaican authorities frowned upon the sect, frequently raiding Pinnacle and eventually locking up Howell in a psychiatric hospital. The crackdown drove Howell’s followers—who became known as Rastafarians—all throughout Jamaica, where they became regarded as folk devils. Parents told children that the Rastafarians lived in drainage ditches and carried around hacked-off human limbs… read more >

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