The project grew out of research that Sears conducted while working with H&M Germany through a fellowship with The DO School. “Through my research I found that although Millennials say they care about the environment, very few of us actually put our money where our mouth is when it comes to sustainable fashion.” says Sears. “And with fashion being the third most polluting industry in the world (after oil and agriculture) we desperately need to change our shopping habits and fast."
The Green Store features a variety of products from sustainable fashion to tools to help you recycle more effectively or even go "zero waste”. The premiere brand, Amsterdamage, is a private label brand created by Sears herself. “I wanted to make eco-fashion cool, accessible and a bit more affordable than traditional sustainable brands.” The line is currently produced in Los Angeles, California although she plans to expand it in the coming years to highlight designers and artisans all across the globe.