accounts that want as many markings as possible because it’s what makes the items interesting. And others want as few as possible.” Similarly MapleXO gets requests for jewelry that has as
many skateboard graphics and scratches on the company’s bangles, hoop earrings, drawer pulls and wall mirrors as possible while others demand a more refined, mass-produced look.
Green 3 is finding that some products create a challenge for CAngles
certain types of retailers. For instance, each of the company’s 10-panel skirts is unique because they are comprised of a variety of repurposed sweaters. “At specialty stores, consumers can see the full selection and pick the product they want,” Martin says. “In catalogs, typically there’s only one picture so the consumer is going to get something that is different from what was represented. Sometimes customers are confused and sometimes they’re excited about it.” To cool concerns, Green 3 will work within a specific color palette for retailers, creating some consistency from one skirt to the next.
Measuring degrees of impact For businesses in this market, the commitment to the environment includes a whirlwind of other concerns beyond the product itself. Each is working to reduce or accommodate for the amount natural resources it takes to make and ship their goods.
DAliA PAsCAl
Brooke Schultz, owner of Atlanta’s Re-Inspiration Store, says some of the best rainmakers in her shop— which offers garden art made from metal filing cabinets and oil drums, recycled glass and aluminum jewelry, and license plate art—have come from art festivals. “People are craving something different from mass produced stuff,” she says. “When they find out what the items are made from, it makes their purchase that much cooler.”
Cooling retailer concerns Schultz buys as much as she can from small, local artisans because she likes the one-of-a-kind aspect of their products. “I think that’s part of the appeal. Knowing it’s unique makes it the perfect gift for someone who’s hard to shop for,” she says. But not every retailer is willing to take on the one-off
nature of these gifts, which sometimes have accumulated markings or other evidence of their past lives. For some buyers, variations from item to item add to the charm. While others prefer cookie-cutter perfection when it comes to color, size or patterns.
“Though we don’t put anything out there that looks like an imperfection like a hole or scuff, inner tubes have markings on them like stripes or cool patterns,” says English. “We have
AlexA’s Angels
For example, English Retreads offsets the energy the company uses to clean the inner tubes through a company called Native Energy. While Borocz of Europe 2 You says using old wood instead cutting down new trees outweighs the carbon footprint of shipping products from Europe to the United States. The company is careful to use minimal packaging for the overseas trip. Once here, the goods must be packaged to pass retailers’ drop-test standards so she continues to work with her packaging suppliers to come up with eco materials that will be acceptable for her retail clients. Alexander also faces challenges when it comes to shipping in an ethical fashion. Though the company often uses
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