The Journey from Plastic to Paper

Back in April 2006, when we published the first green-themed issue of TIME STYLE & DESIGN, a special supplement to TIME, we rather boldly proclaimed that sustainability was the new luxury. Admittedly, it was a stretch to speak of luxury goods and sustainability in the same breath. At the time, only a handful of major luxury companies had embraced environmental issues, and designers like Stella McCartney, who has always avoided leather even when It bags boosted the bottom line, were regarded as slightly off-kilter. Just three years later, McCartney's profits have increased 600%, companies as diverse as eBay, Tag Heuer and...

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