Paul’s unabashed crunchiness — the term was popularized by former National Review writer Rod Dreher to describe some conservatives’ taste for granola, Birkenstocks, and Mother Nature — wasn’t just a stylistic aside. He argued that his lifestyle is a reflection of his reform agenda for the GOP, which is founded on themes of local control, states’ rights, and free enterprise. He spoke about how the party needs to be a voice for those who love the environment but want the government to stop intruding in their lives and livelihoods. “When we as Republicans wake up and tell voters that we want to be the champion of the small farmer and the small businessman or woman, then we will thrive as a party,” he said. “Republicans care just as deeply about the environment as Democrats, but we also care about jobs.”

Paul’s advisers tell me that the senator’s eco-friendly message isn’t so much an evolution as a strategic embrace of his old self, especially as Republicans struggle to connect with young voters and make inroads with Silicon Valley entrepreneurs. Ahead of the 2016 presidential election, Paul wants to establish himself as their candidate — to be a fresh-faced leader who appeals to web-savvy independents, as well as to conservatives. For this reason, his West Coast trip wasn’t a quick visit, but a carefully planned, six-day effort. And to Paul’s circle, it was as important as his stumping in early-primary states.