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Reduce, Reuse, Recycle. Sustainability goes high street – and main stream

Opdateret: 22. feb. 2019

Day 1: Inspiration from Retail Safari in San Francisco.

Reduce, Reuse, Recycle is not only a great catchy song for Kids, but also important key-words and take away from my Retail Safari in San Francisco. It has been three years since I last immersed into the city of SF and I found a huge amount of new concept stores and products designed with the purpose of not only giving us the feeling of something new – but also with the feeling of not harming the planet further with conspicuous consumption. Sustainability is a clear option on the high street – and the new normal, making brands not offering at least some alternatives within this category lacking behind.


Filmore street - San Francisco

One great example is Rothy’s - a top trendy comfortable shoe. Its knit uppers are made from 100% post-consumer plastic bottles. The shoes are entirely recyclable. When times come you can return the shoes back to the company (using their provided return label) and they'll be taken apart and ground for reuse. You can buy the shoes in their exclusive boutique at Filmore Street in San Francisco, or online. If you choose to buy online, the shoes of course will be shipped in vegan and biodegradable shoe boxes made from 85% post-consumer recycled materials. Both the cards inside the box and the box are 100% recyclable.

Amour Vert

Amour Vert is another cool high street brand with the mission of leaving the world a better place than we found it. It’s effortlessly sustainable. They are working only with local supply chain and distribution channels that have the lowest possible environmental impact. 97% of the clothing is made within a few miles of their San Francisco office. The brand uses organic cotton only and with every purchase of an Amour Vert tee, they’ll will plant a tree in North America.


Another great example is PrAna. PrAna makes sustainable active wear made of organic cotton, recycled wool, polyester or hamp. Down used in warmer clothes are RDS-Certified (Responsible Down Standard) which means that the brand strictly adheres to the 5 animal freedoms for welfare. The brand is also fair trade certified. All in all, it gives you the possibility to shop, with good conscious. Shopping consciously is made easy on their web site where you can choose what aspect is important to you (fx. Fairtrade, RDS, etc) along with sizes, and colors.

California Cowboys

Being able to deliver a sustainable alternative is a must and the new normal.

California Cowboys, who besides cool après ski shirts and kimono for men and women with special beer pockets (Champagne pockets for women), produces a really nice hoodie made of 94% Bamboo.

Seconds To Go

Second to Go sells donations of quality clothing, small furniture and appliances, kitchenware, jewelry, antiques, sports equipment toys, books, and accessories. Proceeds from the store directly support tuition assistance for families at Convent & Stuart Hall, an Independent Catholic high school for girls in San Francisco, and in this way supports the local community.

Mindful shopping is the new normal, and a way of supporting society and showing an attitude.

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