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Story Shifts Its Focus for Spring

The ever-changing boutique in New York’s West Chelsea neighborhood is trying to do some good with its latest concept, Good.

QUITE A STORY: Story, the ever-changing boutique in New York’s West Chelsea neighborhood, is trying to do some good this spring with its latest concept, Good. The handiwork of Toms’ Blake Mycoskie, Feed Projects’ Lauren Bush, Uncharted Play’s Jessica O. Matthews and NatureBox’s Gautam Gupta are represented in the assortment of do-good products. Soccket, Unchartered Play’s electricity-generating soccer ball, is among the more unusual finds. Krochet Kids, Bombas, African-made Bantu swimwear, the exclusive John Bartlett x Ruthie Davis footwear and Voz are among the others.

To help tell this particular story, a series of events are scheduled through its June 1 wrap date. During Toms’ One Day Without Shoes on Tuesday, the store will give free cups of Toms roasting coffee to people who have taken the go-barefoot challenge. On May 20, there will be a pitch night with Good magazine for aspiring, trying-to-change-the-world entrepreneurs and designers. Story founder Rachel Shechtman and Good editor in chief Ben Goldhirsh will hear them out.

This story first appeared in the April 23, 2014 issue of WWD.  Subscribe Today.

Wharton professor and “Give and Take” author Adam Grant will share his insights May 29. Donna Karan is also planning to host a talk about Conscious Consumerism, but the date has not yet been set.

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