Fred Segal Dips Gingerly into Green Turf


In the current economic climate of massive corporate lay-offs and gas prices nearing $5 a gallon, it would seem risky to open a posh green home design store peddling eco fireplaces ranging as high as $12,000. But Fred Segal is banking on its reputation as the hippest L.A. store around since 1976. If the brand could invent the first fashion jeans it can certainly market ultra cool fireplaces fueled by renewable green energy.

So two months ago, it boldly opened the doors of Fred Segal Green at the tony address of 500 Broadway in Santa Monica, where Segal opened its second fashion store years ago. The 1,200 square-foot green decor showroom featuring a stunning array of furnishings, accents and books, has already drawn in the celebrity crowd, including Robin Williams and Meryl Streep.

"David Caruso bought some recycled can top bags by Dalaleo for a friend," shares salesman Phillipe Dubois in a lovely French accent that must work quite well in the pristine, upscale setting. Dubois tells me the response has been excellent from not only the loyal Hollywood clientele that has been buying designer jeans and trendy frocks from Segal since 1976, but from all over the world since the Santa Monica retail mecca is already packed with summer tourists.

What will you find at the new, sustainable Segal’s? Those stylishly surreal felt rocks by Ronel Jordaan; The efficient and low carbon Ecosmart Fireplaces from Australia which run on denatured ethanol; Laptop bags by Monacca and throws and cushions by a variety of pure wool and cotton textile brands. Dubois adds there’s a great selection of architecture and design books, as well as fun toys for rich kids, I mean, for cute little green kids of all ages.

The store is currently designing its new web site but has one page up at If you are visiting L.A. soon, you won’t want to miss this new eco haunt. (310) 395-5699.

And don’t feel bad if you don’t buy anything. According to Dubois, even Meryl was "just looking."

Image: Hello Dollface

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Luanne Bradley

Luanne Sanders Bradley is the West coast Editor at EcoSalon and currently resides in San Francisco, California.