Livity Founder Launches PositiveBoutique

PositiveBoutique recently launched as the cyber place for natural foods and eco-fashions.

Co-founded by Isaac Nichelsen, sustainable-fabrics pioneer and designer of the Los Angeles–area Livity Outernational brand, PositiveBoutique will be an e-commerce emporium where emerging eco-designers are invited to make a splash.

“Eco-fashion was disempowered by old, rough-hewn looks that don’t work out for the general public and super-high-end fashion that was not approachable for a young person who wanted to get involved with a lifestyle that protects the habitat,” Nichelsen said of the still-maturing market supplied by companies as diverse as Alternative Apparel and Natural High Lifestyle of Santa Monica, Calif. The Livity line, with its headwear and basics, is the only brand currently sold on PositiveBoutique.

Nichelsen forecast that price points will range from $20 to $450 on the website. Nichelsen also recently debuted sustainable snowboarding line iNiCooperative at the SIA/Snowsports Industries America trade show, which ran Jan. 26–29 in Denver. In the past, Livity has been sold at WholeFoods Markets, Urban Outfitters and independent boutiques around the world.

Another co-founder is Jesse Bienenfeld, an entrepreneur and practitioner of rolfing massage therapy. “I wanted to help people with their health,” Bienenfeld said. PositiveBoutique will offer raw and dehydrated superfoods, as well as vitamin supplements, body care, and juicers and blenders.

To contact PositiveBoutique, email jb@positiveboutique.com and submit a linesheet for review free of charge.—Andrew Asch