PSFK popped into the Green concession at Fred Segal in Santa Monica on Monday and chatted to the owner there. Green stands out in the mish-mash of concessions found in the store because of its choice of fine and clean aesthetic design. We were told that the pieces were about providing final touches to existing homes and that the owner was just as concerned about consumption as she was about sales:

“People ask me if my home looks like this,” she said. “But I just live in a very simple box with little furnishing. This store is about the final touches. People still want to use objects to tell stories about themselves and Green offers sustainable, organic or fair-trade choices.”

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