Flaunt It!

I recently received a gift from Branch, an online shopping site, and found a nice surprise inside the box – a small slip of paper with a note from founder and president, Paul Donald. It said, in part:

“As part of our commitment to sustainable practices, at Branch we use all suitable boxes and packing materials that come our way. Sometimes that means the package you receive from us looks a little funky, but we think it’s worth it.”

Funky’s good especially when it promotes outside-the-box sustainable thinking, and Branch does so in multiple ways. Those gorgeous slumped vases are handmade in Portland, OR from recycled glass and processes in an electric furnace that’s powered by wind energy. Here’s the cool part—all that info is right up front next to the product listing with everything Branch sells.

The Cortica chaise lounge is handmade in Brooklyn, NY from 100% pure cork, non-toxic adhesive and polyurethane; the shell of the Granite pillow is handmade in San Francisco from 100% reclaimed ultrasuede.

This is fantastic—shopping for “products that are wholly appealing on every level, but that are also manufactured and brought to market in such a way that we [don’t] have to feel guilty about buying—or, eventually, disposing of—them?”

Branch’s stated philosophy – to “change the paradigm of shopping itself” is carefully explained on its sustainability page. Better yet, it’s front and center right there with the goodies.

Branch, you’ve got it. Now flaunt it.