At the beginning, "eco" was a niche group - specialized, cause-driven and considered granola by the general public. As being green became increasingly chic, more and more companies, brands and consumers pinned and wore their eco merit badges proudly. It's become a lifestyle for those who choose to buy in. So when does eco stop being something you choose, and start being the standard?
I came across the newly launched online publication Standard Magazine earlier this month. It's the brainchild of interior designer Kelly LaPlante, who is known in the industry for her mantra - "Green is a standard, not a style." Flipping through the gorgeous editorials, you'll notice a lack of the words green, eco-friendly, fair trade, recycled, local, organic. LaPlante explains to fashion loves people:
“I feel it is time for a publication that does not point out eco-merits,” she says. “Why are we giving brownie points for ideas and qualities that should be standard? If a product is not made with respect to the planet — and to people — it simply will not appear in the pages of this publication. Not ever."
This effectively takes the emphasis off of eco, and allows the magazine's content to shine through. It also sets a great example for the rest of the green movement. Transitioning eco from trend to standard would be a huge accomplishment for advocates and the planet.
Flip through all 104 pages of Standard Magazine here, including a to-die-for shoot of a bachelorette party in Joshua Tree (pictured above). Can you think of any other companies/brands that have made green the standard?
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