Saving the World in Style

An introduction to the world of stylish sustainability from the Founding Editor of sass magazine.

by Sean Schmidt

Earth: the style frontier.
Photo: NASA
Western overconsumption is one of the leading social and environmental challenges facing our world. Eighty percent of the world's resources are consumed by between twenty and thirty percent of the population. Problems associated with overconsumption will only worsen as developing nations such as China and India continue to grow and emulate the Western lifestyle. We know that people will always consume things and buy "stuff." So we need to convince consumers to 1. buy less stuff and 2. buy better stuff.

Luckily, being socially and environmentally responsible isn't your flower-child mother's tie-dyed hemp and Birkenstocks anymore. At long last, sustainability is going mainstream. From Giorgio Armani's latest hemp fashions to Lexus' entry into the gas-electric hybrid market to Aspen Skiing Company's declaration that global warming is real and affecting their industry, a new phenomenon is promising to revolutionize the sustainability world: style.

Yes, style. From fashion, food and film to interior design, architecture, travel, music and more, we no longer have to give up looking fabulous and living well in order to do good. Dictionary.com defines "style" as "a quality of imagination and individuality expressed in one's actions and tastes."? Style, therefore, is not about conformity, consumption or the latest fly-by-night trends. True style -- the essence of style -- is about individualism. It's about expressing yourself, your beliefs, your creativity and your identity through the clothes you choose to wear, the things you surround yourself with in your house or apartment, the car you drive, the food you eat, the places you choose to go on vacation, and so on. That's why "style" is truly something accessible to everyone. Whether you wear Def Leopard t-shirts or Donna Karan originals, the question is: how can you express your stylish self more sustainably?

Why approach sustainability from the style angle? In order for sustainability to truly work it has to be accessible to the mainstream. Social and environmental attributes may sell products and services to a portion of the marketplace, but to the rest of the market -- and most mainstream consumers -- it's not enough. A product really has to look cool, do something cool or be associated with something cool. Many mainstream consumers still think that in order to be more socially and environmentally responsible, the only options are to wear hemp, eat bland food and work in the dark. The first hybrid cars weren't a huge mainstream success due to their design, and apparel companies' first attempt at organic cotton failed because few people liked the look. And yet there are thousands of social and environmental nonprofits out there doing good work, trying to change things. Bringing a little style to sustainability can bring attention to these efforts and bringing sustainability to the style world is simply a must. In the end, you have to respect the fact that people like good design in their lives, from clothes to cars to houses and interiors. By enabling people to create positive change in the world as they make personal style choices, a truly powerful force is unleashed.

When in Rome...(or Milan)
Photo: NPS
Convincing people that "style" can save the world proves difficult. Funders aren't quite sure what to think of the style and design community coming to the world's rescue. And many activists think that someone dressed in Prada can't possibly care for the environment. But fortunately, businesses like Giorgio Armani, Lexus and Aspen Skiing Company are making a real difference. In Milan, natural food stores are filled with people decked out in Armani, Prada and Zegna, and yet the Milanese, atop their fuel-efficient scooters, will be the first to admit that style is all about quality over quantity. Coco Chanel herself said that you only need one good suit.

Measuring the success of "saving the world in style" could prove even more challenging. How do you create big, fast change and, once created, how do you measure it? The most important measure will be increased consumer demand for sustainable products and services. Another important development is increasingly getting the trendsetters, stylemakers and designers to embrace sustainability. Imagine if there were an Erin Brokovich-type movie every three to five years, or if organic cotton suddenly became the norm rather than the exception. Style professionals are creative, progressive people that want to do good things out in the world; they've just never been invited into social and environmental movements. When these things start to happen, many of which already are, we'll know we're getting somewhere.

In a 1971 issue of Vogue, Audrey Hepburn, a woman known both for her style and content of character, made a simple yet poignant statement: "Today there are so many people, so many things, so many emotions, and the more there is, the less I want. The more man flies to the moon, the more I want to sit and look at a tree. The more I live in a city, the more I search for a blade of grass." Ms. Hepburn is a perfect example of not giving up looking fabulous and living well in order to do good. By making everyday sustainability more fun, positive and easy, perhaps we can inspire other individuals of style and substance to do the same, whether they're movie stars or the Mom next door.

So, as not to leave you, kind readers, without some action steps, here are ten tips from the Sustainable Style Foundation* to help us all look fabulous, live well and do good:

1. Buy less stuff. This is a tough one, but if you're serious about reducing your impact on the earth and living more sustainably, this is job one. It's not about buying a whole bunch of new stuff all the time; it's about owning your style and living it.

2. Buy better stuff. Sometimes you have to spoil yourself with a fantastic meal, or those Donald J. Pliner shoes or that fabulous Herman Miller chair. So go for it, but buy well-made, quality products. For some of us, better also means better for other people and the planet. That's when we get into organic cotton, sweatshop-free apparel, recycled plastic furniture and fuel efficient vehicles. This leads us right into tip number three...

3. Get the full story. There's always more to the deal; sometimes it's good, sometimes not so good. Take a little time to find out who you're buying from, where the product originated and what is really in it. By asking a few simple questions, you may be surprised at the great things the company you're doing business with has to share.

She's got the right idea.
Photo:CDC
4. Take a hike. Instead of hopping behind the wheel every time you need to go somewhere, get on your feet and give your emission-producing, internal combustion engine-powered car a break. Too far, you say? Not enough time? Jump on your bike and get some exercise while you're at it. Still too slow? Hop on the bus, or find someone else going to the same place and carpool. Save money on gas, reduce traffic volume and emissions. The next time you're in the market for a new vehicle, take a look at the increasing number of gas-electric hybrids out there, or think about an ultra-gas-efficient scooter. There are lots of great options here.

5. Buy second-hand. Vintage, retro, recycled, restyled...call it what you will, there's a ton of stuff out there from bygone days that is full-on style. Clothing, furniture, cars; you name it, it's out there.

6. Find your cause connection. This is the "do good" part of your lifestyle. Everyone has some issue or cause they're supporting these days. So connect your style choices to your favorite cause. Passionate about breast cancer education? Connect with Ralph Lauren's Pink Pony Fund. Into the environment? Spend an evening supporting a local organic restaurant. Want to raise awareness about AIDS? Stop by the MAC Cosmetics counter next time you're out and about.

No need for a knife.

7. Dis disposable. The average plastic utensil is used for three minutes before being discarded. We can do better than that. It's convenient that everything from diapers to contact lenses to razors are disposable now, but there are a lot of things that reusable makes more sense for. If you gotta have disposable forks, why not check out the new biodegradable sporks made from cornstarch?

8. Go local. Must the things we buy come from halfway around the world? Sometimes yes, most times, no. From New York to New Orleans to Newport Beach, there are tons of local architects, farmers, fashion designers, hotels owners, restaurants and more just waiting for your business.

Just like Mama said.
Photo: USDA
9. Eat your vegetables. Most of us are omnivores, but the truth is, the lower you can eat in the food chain, the better for you, the planet and everyone else. This means that veggies are in. You don't have to give up on meat and go vegetarian by any means; just change your carnivorous habits. Whenever possible, buy local, organic, sustainably-produced meat, poultry, fish and the like. Check into it and you'll be surprised; there's a lot more out there than you might think.

10. Inspire a friend. Believe it or not, your friends look up to you. You always make a statement with what you wear, your pad is a major reflection of your personality and you can be a networker extraordinaire. You are a person of style and substance, into brands and beliefs, and people do notice. So stay strong and be a role model for all of your friends. Together, we can all make sustainable style the next big thing.


Sean Schmidt is Style Ambassador and Co-Founder of the Sustainable Style Foundation*, and the Founding Editor of sass magazine.

companies helping our cause:




Cutter & Buck was one of the first apparel companies to sign the SA8000 standard. In addition, Cutter & Buck is blending organic cotton into many of their cotton garments







Designer Colin Reedy develops ecologically aware design through sustainable materials and manufacturing methods without compromising aesthetics, function, or cost.






Visionary designer Giorgio Armani sparked our interest with last fall's ad campaign, and he kept it with his continued commitment to using hemp throughout his collections.