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subscribe to style file blog via RSSin l.a., la vie en eco
June 16, 2008 10:00 am
The price of gas in L.A. is such that Angelenos are thinking about the previously unthinkable: walking. So it’s rather appropriate that brand-new boutique Vie has opened up on Third Street, one of the city’s few hoof-able stretches. Founded by Rachel Hurn-Maloney, Vie is an eco-boutique, and it squares the sustainable style circle in a variety of ways, none of which fashion addicts will be inclined to notice as they scan the racks for store-exclusive brands such as Australia’s Elsom. “People don’t seem to get that Vie has a mission, which is cool, because they’re shopping anyway, but it’s also nice to be able to tell them things like, oh, by the way, the hang tags are plantable,” says Hurn-Maloney. “And the mannequins are all used, and those leggings are bamboo.” Celebrities are already beating a path to Vie’s door, but for now, Hurn-Maloney isn’t naming names. “The media will figure it out. Eventually, green jeans will be the next cool thing, right after driving Priuses.”
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