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Aveda’s Green Agenda

Aveda's aiming to make it easy being green for fashion week.

Aveda’s aiming to make it easy being green for fashion week.

The company, which kicked off its first green backstage three seasons ago, plans to take its efforts to a new level for the spring-summer 2009 ready-to-wear shows. The brand — which is partnering with designers Kate and Laura Mulleavy of Rodarte, Alex Wang of Alexander Wang, Justin Thornton and Thea Bregazzi of Preen and Phillip Lim of 3.1 Phillip Lim — will assist these designers in replacing bottled water with New York City tap water backstage, also by eliminating fur, printing all show invitations and programs on post-consumer recycled paper and providing only organic, locally sourced food backstage.

Laura Mulleavy said, “Plastic waste is causing so much destruction; the devastation is beyond anything we can comprehend.”

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The fashion press won’t be left out of these efforts: Aveda is branding a fleet of pedicabs to shuttle editors and models to the participating designers’ shows. The pedicabs will be adorned with Aveda’s “Kick the Cap Out of Oceans” logo, promoting the brand’s new Caps Recycling Program, a grassroots effort to reduce plastic pollution in the oceans. The program, which was first tried in New York-area schools, will be kicked off to a wider audience this month. It will enlist Aveda salons and stores and schools nationwide in collecting water, soda, detergent and shampoo polypropylene caps for recycling. The caps will then be ground and used to create caps for Aveda products. The first item to use the 100 percent recycled caps will be Aveda’s Vintage Clove Shampoo, a limited edition product that will begin rolling out Sept. 14. The shampoo bottles are constructed of 96 percent post-consumer recycled high-density polyethylene, said to be the highest recycled content in colored bottle containers to date for the beauty industry.

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“Our goal is to inspire long-term change in how the beauty industry approaches package design,” stated Dominique Conseil, president of Aveda. “Aveda’s Caps Recycling Program is a first step in that direction, and helps set an example for environmental leadership and responsibility.”