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Going Green for the 1%

Monday, 21 Nov 2011 | 2:11 PM ET

Most of us want to help Mother Earth keep going for a good long time.

Actually, she'll be fine. We may kill ourselves, but the planet's not going anywhere.

SHFT.com
Source: SHFT.com
SHFT.com

Still, in our own self interest, we support the idea of sustainability.

However, like so many other things, success may be based on the right marketing.

SHFT.com is an endeavor promoting sustainable living led by "Entourage" actor Adrian Grenier and producer Peter Glatzer, with advisors like Richard Branson and Arianna Huffington.

That's a pretty high-powered crew.

Part of the website is dedicated to products.

You can buy a new iPhone protector made from recycled plastic bottles, alphabet blocks made from "sustainably-harvested basswood" from Michigan, or a stylish bowl made from recycled cardboard. I did a double take with the Terrarium necklace, "Because who doesn't want a bit of forest around their neck?" It's just that I wasn't sure what was growing in that thing.

Then there's the "aspirational" stuff.

To replace your old nonbiodegradable plastic thermos which cost $5, buy a Wappa Cedar Sake Bottle for $4,120, "which has a powerful ability to maintain temperature." How big a carbon footprint do you have to burn to earn enough cash to afford it?

For the rock star who likes to relax after a concert with a little medicinal marijuana -- here's a twofer! The MADA Caimes Hemp Guitar, "organically shaped semi-acoustic electric guitar body made of hemp pulp and is not carved or milled like traditional guitars...an unmistakable, wonderful sharp and organic sound." $3,475.

And my favorite, the Factory 20 Vintage Work Bench. For $1,425 you can buy a beat up old work bench, the kind my father couldn't give away at a garage sale.

Proof that the most sustainable concept of all may be good branding.



email: patricia.orsini@nbcuni.com

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