| A range of bags, made entirely out of recycled materials, has become all the rage |
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EGOIST IS a new line of handbags made of recycled candy wrappers, food packages and soft-drink labels. As hip as it environmentally aware, the world Ecoist refers to a person who cares about the environment, but seeks high quality, stylish products. "Its not a gimmick," said Jonathan Marcoschamer, who founded the Miami-based company with relatives. "Practically anything you buy today, from laundry detergent to toothpaste to cars to clothing, everything can be ecofriendly," he says. "The trick is to make the product appealing," Using only the finest in recyclable goods, each Ecoist bag is unique. Coin purses in hot pinks and electric blues; envelopes in shimmering silver, baskets-large and small-in a dazzling multicolored confection called confetti. One clutch at the companys warehouse boasts hippopotamuses that could be found on childrens gummy snacks. Others are made from distinctive candy wrappers, like one decorated with a big blue letter R in an orange background. Rollos, perhaps?
All of the "raw materials" come from factories in Central and South America and mostly Mexico. A network of suppliers picks up the paper that the factories discard, so, one industrys trash becomes anothers treasure. "We had something that was fun to create," Marcoschamer says. The bags are designed by Marisa Rey, a Spanish artist who was selling her bags on the street before the Marcoschamers invested in her product. The bags are handmade in Mexico, by locals trained in an ancient technique of weaving. "Its different. Its special. Theres nothing like it," said Helen, Jonathans mother. Ecoist also pledges to plant a tree for every bag sold. At the rate that the mini-clutches, totes, shopping and and travel bags are flying off the shelves, the company must have grown an entire forest.
The bags are in 115 stores nationwide, two in Europe and four in Japan. Prices range from $27 (Rs 1,134) for a coin pouch to $285 (Rs 12,000) for a large basket. First unveiled during Decembers Art Basel, the company is now in line for an expansion. This summer, Ecoist will launch a home decor line, with place mats and coasters. And after that, who knows? "Its not an overnight thing," Marcoschamer said. "But slowly, if people realise the damage were doing and realise there are products that are not inferior to the products we are used to, people can adapt to the change."
So maybe its not a gimmick. But, its one heck of a clever marketing strategy.
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