When we started Tobi, we wanted to offer the coolest selection of brands, but we also wanted to do something more, something to represent our city, our community. Being a San Francisco based business gives us unique perspective. Activist at heart, San Francisco has taken the lead on eco initiatives and is one of the world's greenest cities. Eco-Tobi is what identifies us and keeps us rooted within our community. Without Eco-Tobi we'd be just another online store, and that was never our intention. Offering clients green alternatives isn't just responsible, it's good business.

Of course, what good is eco-fashion if fashionable people avoid it like the plague? When we buy for Eco-Tobi, we make sure to appeal to fashion sense first, choosing collections we'd actually wear too. Everything in Eco-Tobi is stuff you'd wear and use anyway, and the fact that it's better for you and the environment is a pleasant surprise kind of snuck in there, a huge cherry on top! Looking for purple skinny jeans? Go with Good Society's Slim Leg Jeans in Brittany and make a difference in a child's life. We like brands like Del Forte and Panda Snack because they look great on; we love them because they're eco too!

JUARA
Yoshiko Roth, Founder

What are your plans for Earth Day?

Take a super-short shower in the morning to save water!

Remind our staff of the small ways we can save electricity at the office and reduce waste on a day-to-day basis: unplugging appliances after using them, turning lights off where not needed, recycling, etc.

On April 22, I will go to EarthNight, organized by Earth Day New York for a special social networking party.

Name one issue that needs more of our attention, and what can we do to make a difference?

I find mass consumption to be one of the biggest issues that need to be addressed. It is not only the items and products themselves that can be a problem for the environment, but it is the sheer mass of what we consume that is growing to be a threat. The fact that more and more products are made from renewable resources or earth-friendly material does not mean that we can consume masses of them. Example: if a pair of jeans is made from organic cotton, that is great, but if you buy and wear 10 pairs of them, you're not doing the environment a favor. If you buy an electric car or a hybrid, that's great, but it would be even better to consistently use public transportation and minimize your driving altogether. Etc.

Each of us can take little steps to reduce our individual mass consumption patterns. Do I really need to buy an additional car? Can I walk to work instead? Do I really need to own 10 pairs of jeans? Do I need a new paper cup each time I get a cup of coffee, or can I just bring one of my own mugs?