While we generally avoid traditional paper gift wrap these days, a Berkeley MBA and mom has developed a line of more responsible coverage for those gifts: reusable, recycled bags.

Josie Gaillard’s Living Ethos made its debut in San Francisco this summer in selected boutiques. Now, the versatile and vivacious eco-chic wrap is available on the web.

What makes this attractive paper one to chase?

The sustainable gift bags come in 30 varied prints that are as attractive as upholstery fabrics. But instead of being assembled with cheap cotton, they are a high quality fabric born of recycled plastic bottles (hurray) and come with coordinated grosgrain ribbons also made of the same PET materials (hurray, again!).

They can be reused countess times – for gift-giving or storage – which is the goal when it comes to paper products. Just yesterday, I presented a bottle of wine in one, and the recipient returned the bag to me to use again. That was special.

The bags come in four sizes – mini, small, medium and large to fit small items like books and trinkets to larger gifts such as wine, clothing and toys. $28 for set of four. They are sewn locally in the Bay Area and the shipping envelopes also are reusable.

It’s all part of Gaillard’s effort to make it easier for consumers to “live their ethos.” Gaillard, a solar energy marketing professional turned entrepreneur, has a passion for product design and promises more stylish, sustainable goods to come.