Author Archives: MortarMark
July 20th, 2007

“I didn’t lie. I just didn’t tell the truth.”

In a recent post, we marveled over the stampeding crowds trying to get their paws on the limited edition Anya Hindmarch “I’m not a plastic bag” totes sold at Whole Foods. But as our friend over at freakgirl points out, the bags are produced under unethical conditions in China.

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Which points to another green buzzword – greenwashing. Now that green is “in”, the concern is that some companies are marketing products under false, green pretenses. But Anya Hindmarch claims they never set out to create a sustainable product. They were simply designing a fashionable alternative to plastic bags.

Fair enough. But if a company is operating anywhere near the green movement, they better learn fast if they want to be seen as credible. Today’s consumer, especially when we’re talking LOHAS, demands the whole truth and nothing but the truth in the products they purchase. Full disclosure is critical. Even, it seems, if the whole truth includes some not-so-pretty details. Like manufacturing in China. LOHAS consumers are OK with imperfection. But they’ll do far more than stampede if they find out a product wasn’t as eco-friendly as it was made out to be.

July 19th, 2007

The man in the gray flannel suit is back!

Brylcreemed men in skinny ties sit behind their desks at a Madison Avenue ad agency chain smoking and clutching double scotches in the new AMC drama “Mad Men.” The series, set in 1960, kind of sets our hearts a flutter. The series got a rave review from our favorite TV critic, Tim Goodman of the San Francisco Chronicle and we think the world (at least the TV world) needs to put the creative geniuses of advertsing on the same pedestal as cranky doctors and crime-solving lady novellists.

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At the Mortar, we’re really more beer than whiskey and the cigarettes are furtively sucked down in the alley – what with the minor detail of state law and all – but we’ll still be setting our TiVos (or actually watching because some of us still live in the 20th century *ahem*) for AMC at 10 p.m. tonight.

July 18th, 2007

Stampeding Fashionistas Unite over “I’m not a plastic bag”

I’ll admit it. I’ve scoffed at some of the articles claiming that “green is the new black.” No doubt, the green movement and the rise of the LOHAS segment is huge. But – come on. The new black?

I may be eating my words of doubt. As of dawn this morning, Whole Foods has sold out of their just-released “I’m not a plastic bag” totes by London designer Anya Hindmarch (whose bags typically retail for $1500 or more) amid horrendous lines and in some cases, stampeding. The sold-out bags are now being auctioned on eBay for over $200.

The NYC release follows several other city debuts of the bags. Most notably, eager purchasers in Taiwan stampeded, sending 30 people to the hospital and requiring the presence of the riot police. In Hong Kong, the police closed down the entire shopping mall.

The designer of “I’m not a plastic bag” (in this New York Times article) says, “I hate the idea of making the environment trendy, but you need to make it cool and then it becomes a habit.” True story. Here at Mortar we’ve spoken with a lot of LOHAS consumers and many would fit into what we would call the “green bandwagoner” mindset. I guess green really is the new black.

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July 18th, 2007

Best. Tie-In. EVER.

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Harper’s Bazaar’s August 2007 issue features this season’s couture…as modeled by The Simpsons.
This is just. So. Great. Thanks to our dear friends at  NotCot for the tip.
Mmmmmmmm. Marge.

July 17th, 2007

Paging Morroco Mole.

3_yellowpinky

Zionist Crusader Spy Squirrels Infiltrate Iran?

How, exactly, does one arrest a squirrel? Little tiny handcuffs?

Can’t you just see police dogs all over the world, staring into little mirrors at their little lockers, psyching up?
"O.K. Officer Scraps, this is what we trained for…"

And you? Oh, we’re watching you, pal.