Greenjeans is a most adorable shop and gallery on 7th Avenue in Park Slope, Brooklyn that is dedicated to sustainability, craftsmanship and conscientious living. I met Amy Shaw, who owns Greenjeans with her husband Jae Kim, on a rainy (and I do mean rainy) summer day in line at a cute cafe on 7th Avenue called the Tea Lounge. We got to talking (as we both tried to avoid spilling our coffee as we raced to the F train) and the next thing you know, I'm trekking back to 7th Avenue to visit the shop and learn more about sustainability and all of that good stuff.
Let me just say that Amy and Jae are so not obnoxious about the whole green thing and you actually want to listen to them! Jae is really cool, but since he prefers staying behind the scenes, Amy visited 55 Secret Street solo.
Nichelle: What inspired you and Jae to open Greenjeans?
Amy Shaw: It was part inspiration and part desperation! After years of grad school and working in the art world, in the summer of 2004 Jae and I both found ourselves unemployed and looking for a change. Jae comes from a family of entrepreneurs and wanted to start a business. I come from New Hampshire where my Dad builds barns and restores old houses, and my Mom used to organize craft fairs in her spare time. So I grew up around craft. Jae and I realized there really isn’t anywhere in New York to buy beautifully handmade things by independent American craftspeople that respects traditions while also searching for what I call the “craft new wave.” So putting it all together, we decided to start a gallery and shop for fine craft.
Nichelle: What do you want people to understand about sustainability and "conscientious living?"
Amy: We believe that whenever possible people should buy high-quality things that will last for generations, not seasons. The less “disposable” merchandise we buy, the smaller our ecological footprint will be. We esteem the value of the handmade and the possibility of returning to slower consumption patterns. Also, it is our persistent goal to operate with a double bottom line: to make a profit and to be socially and environmentally responsible. We believe that capitalism can be used in the service of changing the world, and in our own small way that is what we’re trying to do. More tangibly, many objects in the shop are made from recycled or repurposed materials such as old wine barrel staves used to make folding chairs, old quilts used to make stuffed toys, and old men’s shirts sewn to make the curtain at the back of the shop. The artisans who make these objects are talented craftspeople using traditional skills in an unconventional way to produce beautiful functional art. Remember that shopping doesn’t exist in a vacuum. Every time you make a purchase, you are also casting a dollar vote. You are voting for a product, as well as how that product is produced, transported, marketed, and sold. A dollar spent at Greenjeans is a vote for integrity, sustainability, small-scale production, and independent small business.
Nichelle: How do you select the artisans that are featured in Greenjeans?
Amy: We look at a LOT of works of craft. Since our shop space is small we must be very selective. Quality and integrity are essential, as is uniqueness of vision and technical proficiency. In terms of aesthetics, we just go with our gut. And we only work with people we have some resonance with.
Nichelle: I love those gorgeous perfume bottles by Matthew Eskuche and the wooden pieces by Tom DuBois. What are some of your favorite item in the store or on your site right now?
Amy: There is nothing in the shop that I don’t love, but if I had to pick some favorites… We had an exhibition this summer of jewelry inspired by succulent plants, and I totally fell in love with the pieces Boston-based jewelry maker Melle Finelli made for the show. I also love Kentucky artisan Judy Geagley’s handmade stuffed animals. And I lust after Brian Braskie’s Shaker chairs – I wish we had a house full of them!
Nichelle: What are five things people can do right now to go "green" and to live more conscientiously and promote sustainability? Also, are you able to make much of a difference if you live in an apartment building and not a house?
Amy: Living in an apartment building is already more ecological than living in a house, since it requires much less energy per person to heat, cool, and run water thru an apartment building than it does a house. But in addition to that:
* Replace chemical cleansers with a 50/50 vinegar and water solution in a spray bottle, and buy lint-free, machine washable cloths. You’ll save money, reduce waste, spare you and your family the unneeded exposure to toxic cleaning agents, and get things shiny and disinfected at the same time.
* Buy as much locally produced food as possible. Your greenmarket is your friend! Bonus points for buying locally produced organic foods.
* Reduce reliance upon disposable water bottles, plastic bags, excess packaging, and other “invisible” waste products.
* Drink water from the tap instead of buying it in a bottle.
* Take your own bag to the market (or reuse the plastic one as a trash can liner). Buy in bulk whenever possible to avoid unnecessary packaging.
* Become more aware of the ways you contribute to the waste stream and try to cut back wherever you can. While reducing and reusing are definitely better than recycling (since the first 2 require zero energy and recycling requires a lot), still recycle as much as possible. It’s amazing how many people don’t bother, but it makes a big difference. Commit to memory the kinds of things you can and cannot recycle in your city, and when in doubt toss it in the trash – one misplaced item and the whole bag is likely to get sent to the landfill.
* Change to low-energy, chemical-free alternatives in your home. Next time a lightbulb burns out, replace it with a low-energy bulb. Next time you need a new shower curtain liner, forgo the toxic PVC vinyl variety and chose a machine-washable polyester, nylon, or cotton alternative. Next time you go to clean your shower, nix the very toxic conventional shower cleanser and try a scrubby sponge and some eco-friendly dishwasher detergent instead. For more tips, read eco blogs like Worldchanging, Treehugger or Grist.
Nichelle: When I visited the store in July, you introduced me to some of your "business neighbors" - other indie business owners like yourself. It seems like you all are very supportive of eachother and not particularly competitive. Your thoughts?
Amy: The business culture in the area seems to tend toward cooperation rather than competition. I believe that we are stronger when we work together. At the same time, we avoid overlapping with other shops in Brooklyn in terms of the works we offer at Greenjeans. We want to be unique and have our own niche, but we rely on our own vision for that instead of trying to shoulder out the nearby businesses.
Nichelle: Do you have any advice for people that are interested in opening a business (online and brick and mortar)? It must be nice to work for yourself, but I'm sure it's not all it's cracked up to be.
Amy: If you’re fully committed to your idea and are pursuing your interest with integrity and honesty, then just do it! You’ll figure out the details as you go along. There is not a magic formula for running a successful business. If there were, businesses would never fail! Instead you have to rely on your gut, be willing to take risks, ask for advice, and realize that it’ll probably cost twice as much as you expected. I love working for myself, even though I am working literally throughout most of my waking hours. But I love what I do, and it never feels like a burden (except when I try to plan a vacation!)
Nichelle: What are some favorite things or other items that you are looking forward to getting for the fall?
Amy: Books: Michael Ondaatje’s Divisadero. Music: Lemon Jelly or Green Day at Greenjeans, Erik Satie piano music when I’m writing, New Orleans jazz to cheer me up.
Beauty: Kiehl's moisturizer, Bare Escentuals Mineral Veil
and Bare Escentuals Rose Radiance
mixed with a touch of bronzer, a swipe of black/brown mascara, Frizz Ease Secret Weapon finishing cream, Alba Terra Tints lip balm in Blaze
and Burt’s Bees Lemon Butter cuticle cream. Fashion: Colorful opaque tights under skirts, tight sweaters, French Sole ballet flats, funky/pretty jewelry from my shop.
I’m just waiting for the fall chill to hit to put out the gorgeous wool scarves by Hiroko Kurihara. For each scarf we sell, she donates a scarf made from recycled polar fleece to the women’s shelter around the corner! She makes amazing blankets, too. Also, we will be receiving new sculpture in felt and ceramic by Chris Rom & Geoff Buddie of Swanton, OH, that I’m super excited about. They make these amazing pieces that are surreal but friendly at the same time.
Hard to describe, but easy to love!
This is wonderful! Thank you, Nichelle! Next time you find yourself at Tea Lounge, give me a call -- we can spill more coffee together!
Cheers,
- Amy
Posted by: Amy | 24/10/2007 at 12:41