Eco-Fashion Taking Root at Seed

Patagonia’s “nano-puff” pullover is the top fashion seller at Seed People’s Market in Costa Mesa, Calif., according to sales associate Andrea Schmitz and manager Nina Brito.

The pullover’s popularity might explain one of the mantras seemingly on the tip of everyone’s tongue in the eco-fashion world. It’s not enough for a garment to be eco-friendly, the mantra goes. Sustainable fashion must be stylish and utilitarian, too, or so says an eco-crowd as diverse as hemp-fashion designer Robert Jungman and Shaheen Sadeghi, the co-founder of Seed and The Camp eco-shopping center, where the store is located.

Patagonia’s women’s “nano-puff,” which retails for $150 at Seed, looks like a quilted apregrave;s-ski jacket, which is made fabulous with its hot-pink color. The men’s “nano-puff,” also retailing for $150, comes in black, a color that gives it a vague motorcycle look.

The “nano-puff” is a lightweight jacket constructed from recycled polyester. For the sake of utility, the jacket’s deep chest pocket makes it eminently portable. Open the pocket inside out and the entire jacket can be stuffed into the pocket and thrown into a small backpack.

Another top seller at Seed is the Costa Mesa–based eVocal label’s vintage collared shirts and T-shirts, each bearing one-of-a-kind graphics from a local artist.

Seed and The Camp are both continuing experiments in eco-retail, Sadeghi said. Seed also offers homewares, jewelry, beauty products, gardening tools, snacks, music, books and magazines, all with a sustainable angle. The 16,000-square-foot store debuted in October 2009 as a one-stop shop for eco-products. Its neighbors at The Camp are popular organic restaurants such as Native Foods, a yoga studio and eco-fashion boutiques as well as skate and surfwear store Active.

When The Camp debuted 10 years ago, it mostly attracted those already interested in an eco-friendly lifestyle. However, during the past few years crowds have reportedly increased, indicating that the timing might finally be right for Sadeghi’s eco-themed development. “If I built an eco-store five years ago, I don’t know if people would have come,” he said.—Andrew Asch