Women in the real world, however, can't afford to compromise on the effectiveness or the fashionableness of cosmetics. Makeup just being "natural" isn't enough to satisfy them. Do such cosmetics really exist, however? Can any makeup product be kind to the environment as well as the body, yet be highly effective, fashionable and sophisticated at the same time, satisfying the difficult demands of women? Yes, in fact and such products exist here in Japan.

PIERRE COULEUR, which means "stone light" in French, is a mineral-based makeup brand that originated in Japan. Among the mineral-based cosmetics that we often hear about these days, PIERRE COULEUR is above all characterized by the beautiful and brilliant sheen it derives from high-quality minerals - as its name suggests - in addition to its uncompromising insistence on the use of natural materials. The brand's sophisticated design overturned the stereotypical image of natural cosmetics being unglamorous and this brand makes one realize the high potential of natural makeup.

Japan is known around the world for developing high-quality cosmetics. The products of PIERRE COULEUR are the result of a collaborative effort between a Japanese research team with extensive knowledge of Japanese skin types and a research team based in Provence in southern France with a great reputation for the research and development of organically derived components. All of the ingredients used in the products are certified by "ECOCERT," an organic certification organization based in France. Each of the ingredients, including sesame oil, jojoba oil, sunflower oil, St. John's wort oil, hazelnut oil and macadamia nut oil, are of strictly organic origin and are blended with naturally-derived minerals produced in Arizona in the United States. The products, of course, do not contain any preservatives or fragrances and the glittering effect of the particles is produced by the light refraction characteristics of the minerals.

At present, the brand's line-up includes bases and foundations, face colors, point colors and lip balms and the company plans to add a new powder containing organically-grown oatmeal to the line-up in the future. The real advantages of the products can easily be seen in the fact that they are used by a number of noted beauty experts.

PIERRE COULEUR uses recycled paper and recyclable eco-materials for its packaging and doesn't use animals for product testing. Not only do the company's products reflect the brand's green and ethical philosophy, but so do its activities, which include donating part of its sales revenue to WWF JAPAN, one of the world's largest nature conservation NGOs. The company plans to use solar power for production and such schemes raise expectations for its future activities in leading the cosmetics industry.

In addition to being kind to the earth and the body, the products of PIERRE COULEUR also demonstrate excellent performance, even though they are composed entirely of natural materials. They are indeed worthy to be called "cosmetics of the age to come" for their ability to satisfy the desires of women to be beautiful in the most green and stylish manner. Doesn't the sight of fashion-conscious women sensitive to the times and walking around wearing green and ethical makeup together with a lovely smile make you anticipate a brighter future for the earth?

With a food self-sufficiency ratio of just 40% and a low agricultural population accounting for only 3% of the total population, it was in the midst of such disastrous circumstances in Japan that "gals" in Tokyo's Shibuya began to "evolve." You can no longer find the "ganguro (black face)" and "yamanba (mountain hag)" gals who were once frequently highlighted in the media. The gals of Shibuya are now advancing toward farmlands beyond Shibuya's famous scramble crossing intersection.

Shiho Fujita is a former gal and the president of "SGR," a company engaged in gal-related marketing that is leading an agricultural promotion project from a young perspective - or rather a "gal perspective" - by coming up with such ideas as "Shibuya rice," "agricultural experience tours for gal mamas" and "trendy farm clothing." She is aiming at self-reliance and energizing agriculture focusing on young Japanese through alliances with models and gals who are influential with teenagers. She proposes innovative approaches to agriculture that are only suited to gals purely as a business. Fujita, who started her own business and is advocating a "gal revolution" in an effort to reverse prejudices against gals, is on the verge of making steady progress in the project by leveraging her business acumen and gal power.

Fujita decided to embark on an "agricultural revolution" following her success in the "gal revolution," after feeling saddened at the sight of abandoned farm land. She feels that if she is able to reduce abandoned farm land, she can increase Japan's disastrous self-sufficiency ratio as a result. To meet this goal, she wants to increase the number of young people in the agricultural population.

In an effort to rectify mistaken beliefs about agriculture, she invited charismatic gal models to join her in taking part in rice planting in May. She is now jointly growing rice with farmers in Akita prefecture, the place where the "Faithful Dog Hachiko," a landmark statue in Shibuya, was born. Fujita is so devoted to the project that she even grew bug repellent herbs in Shibuya and transplanted them around the rice fields to "reduce the use of agrichemicals." She is planning to sell the rice online as "Shibuya rice," in addition to selling processed food such as rice balls, after harvesting the rice October. She announced the Shibuya rice project at the largest fashion event targeting teenagers in the Tohoku district, where Akita prefecture is located. In this manner, she never misses an opportunity to make a strategic approach to the young.

In addition, she partnered with apparel brand tenants in fashion building "109," the Mecca for Shibuya gals, to develop fashionable farm clothes that can be worn in everyday life. This effort is aimed at dispelling the "rustic" image of farm life and enlightening young people about agriculture by promoting gals, who are supposed to be more trend-conscious than anyone else, wearing "trendy" farm clothes. She is also planning agricultural experience tours, in which so-called "gal mamas" can participate with their children.

She also indicated that another key mission of the project is to use agriculture as a vehicle to promote accurate information about food to the younger generation. In addition to correcting the myth among gals and other young people that "rice makes you fat," which spread partly due to low carbohydrate diets, she is intent on sending a message that speaks of the importance of food while educating the younger generation by leveraging the influence of gals as opinion leaders.

It has been more than ten years since the gal subculture first appeared in Tokyo's Shibuya. It is not that these gals learned how to survive in a town where everything is oversupplied and quickly disappears, but rather that they have adjusted well to the times and evolved by themselves. It won't be long before they start getting tanned through farm work, rather than at the tanning salons they currently depend on.

Hotels are synonymous with luxurious lifestyles, but hotels in Tokyo are gradually evolving into being tantamount to an ecological lifestyle. It is interesting to note that the "Hybrid Hotel Project," measures implemented by Hotel New Otani to protect the global environment, has been providing guests with even more comfortable stays.

More than anything else, Hotel Otani is characterized by its abundant greenery. The hotel's rooftop is covered by 2,500 m2 of rose gardens featuring some 30,000 roses in 32 species that bloom beautifully twice a year. This rose garden, designed by a world famous British floral decorator, is popular as a stage for wedding ceremonies. The extensions of the building and the rooftops of the second and the 16th floors are covered with many different kinds of plants, including grass and trees, which effectively absorb CO2 emissions and alleviate heat. The Japanese garden of this hotel - which has a history of more than 400 years - has a rich natural environment that has been fostered over the centuries, as well as a biotope where visitors can see beautiful fireflies in early summer.

The low rate of food self-sufficiency and the high rate of food disposal are serious issues in Japan and the disposal of food by hotels has been seen as a problem for some time. Hotel New Otani, however, dries five tons of kitchen garbage every day in the compost plant located inside the hotel, fermenting it to produce 30 tons of fertilizer per month. The fertilizer is processed in the compost plant and used by contract farmers to grow rice, which is served in the hotel's employee dining room. The remaining compost is used by farmers to grow vegetables and some of the vegetables are purchased by the hotel. Through this 100% recycling system of its kitchen garbage, which realizes sustainability and traceability at the same time, the hotel's kitchen garbage incineration costs were reduced by 34 million yen per year. This figure reminds you of the fact that ecologically-minded actions also lead to a reduction of unnecessary spending.

Luxury guest rooms at the Hotel New Otani are equipped with fully-glazed windows, offering a surprisingly abundant amount of sunlight and a sense of freedom. This is also a result of the hotel's ecological efforts. The "full-height windows," in which glass panels extend from floor to the ceiling, have a special structure that reduces the transmission of heat between the exterior and the interior, significantly reducing the air conditioning load. Another advantage of this eco-glass is the view of Tokyo that the rooms offer during the day and the enjoyable night view of central Tokyo that can be seen from the bath tub in the evening.

In addition to the compost plant, some other green technologies developed by the hotel contribute to the comfort it offers. The "AMES" air conditioning system installed in each room enables fine adjustment of the room temperature and air flow, relieving guests from the burden of excessive air conditioning. This system is expected to reduce CO2 emissions by 28%, according to the hotel.

"VIEW & DINING THE Sky," a stylish restaurant on the top floor of the hotel, has implemented a system of all electrical cooking appliances in each of its kitchens. Through this effort, the air conditioning load has been reduced and the hotel expects reductions in total energy usage and CO2 emissions by 14.1% and 29.8%, respectively. The wastewater from 50 kitchens, which amounts to 1,000 tons per day, is processed into recycled wastewater by the recycled wastewater processing plant located in the hotel and used in the rose garden and employee lavatories as one of its recycling practices.

A lifestyle that respects the earth and nature, including lush greenery, a society free from waste, concerns about food and with spaces where people can live comfortably in good health, may be the "luxe" in "eco-luxe" and represent luxury in the true sense. An ecological life nurtures a kind and rich spirit. Consideration for the environment leads to a more comfortable life, instead of a life of sacrifice and inconvenience. An environmentally-friendly life gives you the feeling that the ultimate in luxury lies in an ecologically-minded everyday life.

The key is to think about what is good for your health. For example, organic farming prevents environmental contamination by chemical substances such as pesticides. Food prepared at home does not produce excess garbage, unlike when you eat fast food. "Hara Donuts," where you will always find a long queue, especially in Tokyo, practices "environmentally-friendly-as-a-result" by selling take-out sweets made from unique Japanese ingredients that are good for your health.

Currently, take-out donut shop Hara Donuts operates fourteen stores (correct as of April 17,2009), mainly in the Kanto region. With its concept of being "delicious, healthy and safe to eat," the store uses domestically produced whole wheat flour, highly nutritious brown eggs and unbleached soft brown sugar as ingredients. Its donuts contain no preservatives whatsoever. The delicious secret of Hara Donuts lies in one ingredient, "okara," which is a by-product produced during the process of making soy milk and tofu. Furthermore, Mr. Okai, the owner, has the strict policy of only using soy milk and okara produced at the "Hara Tofu Shop" in Minatogawa, Kobe, the shop that gave Hara Donuts its name.

The Hara Tofu Shop, which was established in 1968, is also particular about the ingredients it uses and follows the traditional method of making tofu. It only uses soy beans produced in Hokkaido, deep seawater from Kochi and natural bittern produced in Akaho for firming the tofu. The donuts containing okara produced from quality tofu and soy milk delivered directly from the Hara Tofu Shop every day, have a soft and sticky feel on the tongue, while the okara provides a touch of sweetness. They have an irresistibly mild taste.

Although tofu has become a well-known food all over the world, okara, its by-product, is surprisingly unknown. Okara is produced when soy beans are pressed to make soy milk. Despite the fact that it is rich in fiber and highly nutritious, it mostly goes to waste since it easily spoils and the supply outweighs the demand.

Mr. Okai, who was endeavoring to make a safe and reliable snack using soy milk, visited several dozen tofu shops in search of tasty soy milk. One day he came across the Hara Tofu Shop and received a bag of okara, which led to the birth of the current okara donuts. When he was a child, his grandmother used to quickly make simple donuts while frying croquets for dinner. With the addition of soy milk and okara, Hara Donuts are even healthier than Mr. Okai's grandmother's donuts and have become so popular that you have to line up if you want one.

The packaging is a simple brown paper bag with a donut sticker. The shop attendants will ask you if you need a plastic carry bag before handing you the donuts. Offering things that are friendly to both your health and the earth comes naturally to Mr. Okai and his staff.

Children can often be seen joyfully eating the delicious donuts outside the Hara Donuts store. These safe and reliable snacks will teach children the taste of genuine ingredients, something that they will never forget, even when they grow up. The homey and nostalgic taste of the donuts also brings smiles to the faces of adults. The real charm of Hara Donuts probably lies in these facts, rather than in their beneficial effect on the environment.

"Agricultural life in the city" is the concept of "Farmer's Market @GYRE," which has been held one weekend a month in Omotesando since November 2008. It is set up in the first basement of fashion complex GYRE - home to a number of high-class boutiques - and has been arousing people's interest by selling fresh vegetables, fruits and flowers.

The market features various kinds of agricultural products, ranging from freshly harvested carrots still covered in the soil in which they were grown to eye-pleasing fruits in a rainbow of bright colors. From the young to the elderly, people of every age can enjoy shopping here. On the first floor, the pleasant sounds of a live ukulele or jazz band performance can be heard, attracting people enjoying an afternoon stroll on Omotesando Avenue.

It is not just because of the location or the building that this market has a hint of the artistic. The market is organized by Tokyo Design Flow, a project team with the mission of being an information communicator under the theme of "designs and urban culture and life through designs." The team's concept of "approach things through designs" is well reflected in the Farmer's Market.

"Food is a type of art work. We wanted to present a 'joyful space' with a well-thought out overall design including graphics and displays and even with an element of music," says Mr. Tanaka, the man in charge. "Agricultural" factors such as farming and nature will be increasingly essential elements for a mega-city like Tokyo and individuals believing in this idea encountered these factors of design and started this market.

There are about one hundred kinds of vegetables and fruits sold in the Farmer's Market @GYRE. Among them, organically grown products and strange fruits that you can't find in supermarkets are popular. Suppliers of the products and partners are chosen carefully by the project team based on the two basic criteria of "being trustworthy" and "growing delicious products." One notable aspect is that people who are selling products in the market have very unique and profound personalities, even more so than the vegetables and fruits being sold.

One group consists of young people who did not take over families' farming businesses and chose to work in Tokyo, but they sell vegetables and rice grown on their parents' farms. You will also find fruits being sold by a creative team that is engaged in producing events along with their main business of running a fruit shop. The people are unique and varied here. Those unique vendors are also good at talking with customers. One of the characteristics of Farmer's Market @GYRE that you will enjoy even more than shopping is having conversations with the vendors, which may be a "connection between people" generated via "agricultural" factors.

Holding an agricultural market in a luxury brand building and organizing performance by artists, Farmer's Market @GYRE is indeed unique and different from traditional markets. However, these are not the only notable characteristics of the market. A collaboration project is carried out between stylish cafés and restaurants on the fourth floor of GYRE on market days, where you can enjoy special menus using fresh vegetables from the basement Farmer's Market. The project has proven very popular and you will definitely enjoy the delicious taste of the ingredients, pondering how all the vegetables were grown and feeling gratitude toward their producers and vendors.

Goods are overflowing in the city and most people don't even realize how low the food self-sufficiency rate in Japan is or seriously think about the food that goes into their own mouths. Even while being in the city, however, Farmer's Market @GYRE makes one feel close to agriculture and agricultural products and provides the opportunity to seriously think about the essential action of "eating" to live, along with the nature and agriculture that support it.

Producing a life style connected to nature by taking advantage of being in the city is what "Farmer's Market @GYRE" is advocating from urban Omotesando, in order to make people realize its importance. Holding this kind of event may play an alternative  role in connecting the future of the Tokyo megalopolis to nature.

The name "ecologift" itself should bring to mind a green gift. Indeed, being even friendlier than the name suggests, it is now attracting attention as a new form of gift giving, as environmental problems such as global warming are becoming progressively worse. The concept of ecologift is that saplings are planted in the mountains in the name of the person receiving the gift, who actually receives a planting certificate with their name and the date of the special occasion on it. Part of the purchase price is allocated to the management of the planting activities, in which both givers and receivers of the gift can participate. At present, such activities are conducted on Mt. Iwaki in the Shirakami Mountains, which is a world heritage site, in cooperation with the National Federation of UNESCO Associations in Japan.

The custom of giving tree plantings to celebrate special occasions is not very common in Japan. The president of the company that distributes ecologift, who is from the United States, wanted to spread this custom in Japan, a country that traditionally treasures the custom of exchanging gifts and is becoming more aware of environmental issues, through the introduction of ecologift. Ms. Inoue of Rainbow Japan Inc., the distributor of ecologift, says that more people are using ecologift services to celebrate a wedding anniversary or a birth these days with messages such as "growth" or "future," which can be most appropriately conveyed by planting saplings. Some people give an ecologift to celebrate the birthdays of their children or grandchildren, with wishes to leave a bright tomorrow for future generations.

The aspect in which an ecologift differs significantly from ordinary gifts is that giving a gift does not end an occasion, but is rather the start of a story from that moment. For example, if given in congratulations on a birth, a sapling will be planted for the new baby and the planting certificate with the baby's name will be sent to the happy family. The sapling will grow along with the baby and will become part of a beautiful forest, protecting the planet on which we live. When that baby grows into an adult, it may also cause him or her to reflect upon issues surrounding the destruction of the environment such as deforestation, realizing that the tree planted in their name forms part of a forest. Thus, an ecologift leads to the future from the moment you open the gift box, just like a small seed taking root and growing into a huge tree.

Currently, ecologift is available for purchase only on the Internet. In addition to the basic option of sending a framed planting certificate together with a message card to the person that you wish to receive the gift, there is also an ecologift flower set, which allows you to choose from a selection of bouquets, flower baskets or bonsai trees to be sent with the certificate. When planting more than three saplings, there is a premium ecologift, for which a certificate on luxurious crystal will be delivered. Increasingly more people are choosing ecologift for business gifts, because of its potential contribution to society. There is a delightful story from one company that received an ecologift, where employee awareness about the environment has changed since the planting certificate was hung in the office.

Ms. Inoue of Rainbow Japan Inc. says, "I would like to make sapling planting part of Japanese gift-giving culture." As she adds, "If giving a gift of a sapling planting for celebrations or anniversaries becomes just as common as sending flowers, more people will end up participating in environmental activities in a more sustainable manner," which will help ecologift to play an important role in "happy" eco-action and attract more attention in future.

As the season for sending gifts is drawing near, sow the seeds of happiness more than usual with a gift laced with a hint of ecological heart.

As the quote suggests, books makes us feel as if we are traveling. Did you know, by the way, that books themselves also travel around the world these days? The days of books being considered second-hand or being discarded after people finish reading them are now a thing of the past. There is a new movement spreading to reuse books by releasing them to the world to create new encounters and inspiration.

This activity of "making books travel" is called "BookCrossing," in which roughly 730,000 people participate in more than 130 countries around the world. The first step is to register the books that you have finished reading or that you no longer need on the Internet and hand them to somebody else or leave them in a café or on a bench.

Somebody who receives a book can track the book's traveling records on the website by the BCID (BookCrossing ID) number that can be found on the label attached by the person who "released" it. The website also allows people to report on the current location of a book or to write a comment about a book after reading it. Whoever reads the book can then leave it somewhere else. More than 5.2 million books (as of December 2008) are traveling around the world, instead of being abandoned on shelves after being read. BookCrossing was originally started by Mr. Ron Hornbaker and his wife Kaori in the United States. The couple came up with the idea after hearing about the story of the "traveling disposable camera," in which people who picked up the camera took photos with it.

California Governor Arnold Schwarzenegger is also known to participate in the program and a Japanese site was opened in 2007. A book that was released in the U.K. reached Tokyo via Korea after three years and books released in Japan are taken overseas by travelers. The program's activities are not limited to any one particular country.           

Anybody can participate in BookCrossing free of charge. Initially, you have to register as a member on the BookCrossing site, but the rest is simple. You register a book by providing information about the title and the author, together with a comment or evaluation of the book. The book is ready to travel as soon as you affix the special label with the BCID number issued at registration.

You may directly hand the book to an acquaintance or a friend or you may simply leave the book somewhere. It is also possible to leave the book in a BookCrossing zone, where registered books gather. Anybody, including individuals and companies, can set up a BookCrossing zone in a shop, office or public facility. Once registered as an official BookCrossing zone, zones not only function as way stations for books waiting to travel to new destinations, but they also offer opportunities for people to meet and interact with one another. Zones are most often set up in a corner of a café or a bar and there is even a Starbucks with a BookCrossing zone in the U.S., the home of BookCrossing. BookCrossing meetings to exchange books are also being held, offering opportunities for books and people to interact.

"People encounter traveling books unexpectedly in unexpected places and enjoy books that they would not have been able to enjoy otherwise," said Ms. Fujioka, who is in charge of public relations at BookCrossing Japan. She says one of the main pleasures of BookCrossing is people connecting with each other by reporting on where a book was found and writing about it on the Internet.

Finished and unwanted books offer new worlds, thrills and joy to people by chance. They often result in wonderful meetings and connections between people. Is there any better form of recycling?  

Mineral water is usually sold in disposable PET bottles, which are made from petroleum oil. More than 17 million barrels of crude oil are used in order to produce the 29 billion PET drinking water bottles required for annual consumption in the U.S. In addition, water sources are drying up due to the mineral water being pumped out of the ground, while the transportation of mineral water requires a considerable amount of energy because of its weight and volume. This "mineral water mileage," as opposed to "food mileage," is not easy to ignore.

As the global market for bottled drinking water has now grown into a 55 billion dollar business, concerns over its ecological burden are on the increase. Many locales are seeing moves to boycott bottled water and drink tap water in its place. Some ecologically-conscious restaurants overseas have stopped serving mineral water and cities in the U.S. and Europe are eliminating budgets for bottled water and encouraging the broader use of tap water.

In France, the birthplace of bottled water, there was a campaign to promote the use of tap water in 2005 and the mayor of Paris, Bertrand Delanoë, who is famous for conducting various reforms, is calling for the use of tap water at public events. In the U.K., both the Department for Environment, Food and Rural Affairs and the Treasury have stopped serving bottled water.

Regrettably there are no such official moves in Japan as of yet. According to a survey conducted on "Water and the Consciousness of People in Modern Society" by Japan Aqua Clara Inc., however, 48.1% of people feel guilty about using PET bottles as water containers. Still, of the 30.3% of people who recently stopped purchasing mineral water, 46.4% cited high prices as the reason. Japanese consumers have complex feelings about purchasing bottled water. 

Although the quality of tap water in Tokyo is said to have improved, many people feel strongly about drinking tap water directly out of the tap. Water purifying systems can be installed at home, but what about when one is outside the home or at the office? Do we have to rely on water in PET bottles? That is where portable water purifying pot "OFFICE ROKA" comes in. It enables you to drink tasty water easily, safely and economically and is currently attracting much attention. It has a fashionable design that makes it look like an ordinary coffee tumbler, but the cartridge-type water purifying filter installed in the center of the pot removes residual chlorine, soluble lead and trihalomethanes in just four minutes. You can drink purified water anywhere there is tap water.

According to the manufacturer and distributer of the pot, Kai Corporation, sales have increased tenfold mainly among women working in offices since the product was introduced into the market in the spring of 2007. Recently, an increasing number of people are taking OFFICE ROKA with them when out for a drive, at the gym or for any outing. The filter will last for two months when used for a liter of water a day, which costs the equivalent of approximately 12 yen a liter, making it not only environmentally-friendly but also easy on your wallet. Above all, its stylish design and slim body are likely the secrets of its popularity among office workers and women who want to be ECO-fashionable. You can also use it as an ordinary coffee tumbler when the inner case is removed, eliminating the need for a second tumbler.

Drinking water instead of soft drinks or canned coffee is essential to staying healthy, but is it still considered a healthy habit if doing so significantly damages the environment? Staying healthy using a method that is environmentally-friendly, easy on the wallet and even fashionable, like OFFICE ROKA, might be a good idea.

KONAKA, a major Japanese men's clothing store in Japan, operates a service to collect unwanted suits for free. It also started collecting men's dress shirts and women's blouses in July.

So far, more than one million unwanted suits have been collected and recycled to make felt, which is processed into insulting and acoustic absorbent materials for automobiles.The new shirt collection service actively promotes the recycling of cotton, which is widely used in a variety of clothing. In fact, these collection services are not only environmentally friendly. People who donate a suit receive a discount voucher worth 15,750 yen. Recycle a dress shirt or a blouse and receive a voucher worth 500 yen. This innovative service not only lessens the load on the environment, but it even offers an incentive! 

KONAKA is not alone in offering this service. Competitors AOYAMA TRADING and AOKI also collect shirts, which are recycled into heat insulating materials, gardening sheets to promote plant growth and prevent weeds and green materials such as oil absorbers. It also comes as a pleasant surprise that each company will accept suits and dress shirts bought from elsewhere. 

There is also a move to promote recycling that is more organic and makes a more direct contribution to society, rather than simply using recycled materials to manufacture new products. Ms. Hiromi Morimoto, an International Image Consultant at HeroMe, is calling for neckties, the quintessential suit accessory, to be donated and is advocating new social contribution and CSR (Corporate Social Responsibility) models.The primary purpose of the project is to help the homeless to achieve independence and find employment. The project is being implemented together with BIG ISSUE JAPAN, which supports the independence of the homeless. The concept of reusing unwanted ties instead of throwing them away is the essence of "eco."

In this project, donated neckties are sold at low prices at charity seminars on "The Strategic Approach to Choosing a Tie," which are conducted by Ms. Morimoto herself. The proceeds from the seminars are donated to BIG ISSUE JAPAN and they are used to help support the independence of the homeless. Although the project was only launched in mid-October, a number of neckties have been collected from companies and individuals who have heard about the project and it is gradually expanding its scope of activities. It has even held charity seminars at student employment fairs, selling neckties at the venue.

Although the act of raising donations is not common in Japan, unwanted suits are being utilized in various ways overseas, where the concept of charity and donating is pervasive.For example, major suit manufacturer MEN'S WEARHOUSE is calling for donations of unwanted suits, offering them to the unemployed who are looking to find work."Dress for Success" is another organization, one which helps socially disadvantaged women find jobs. They call for donations of women's suits as part of their activities and offer support to women in making a new start by providing them with a suit.  

Some suits start their "second life" in a new "eco" style after retiring along with their former owners. Other suits and ties end up starting new careers with new owners. Although in completely different forms, they both show us the possibility of making efficient use of unwanted goods, as well as the concept of "eco" and the spirit of charity, where people support each other and are connected to one other by their roots.

The word ECO has been brought up in various media recently, especially with the threat of climate change due to global warming. Thanks to this, more people are aware of environmental issue when shopping.

There are several steps involved in the Eco process, one of the main ones being Food Miles.  It represents the distance which eating goods travel between the production location and the consumer's plate. Food Miles has been a burden on the environment since the longer goods travel, the bigger the impact on the environment.

In Japan, self sufficiency in food decreased to 39% in 2006, the lowest level amongst developed countries. When self sufficiency in food gets lower, solution is to import goods to palliate the shortage. This in turn increases food miles along with　Co2　emissions.
The term Food Miles is not very known in Japan yet, but some companies such as AEON and Seven & i Holdings have taken Food Miles into account and will start to act from 2009.

One of the biggest British supermarket chains, Tesco, has already started putting food miles indicators on some products packaging. They tell you how many grams of carbon or equivalent greenhouse gases were emitted as a result of growing, manufacturing, transporting and storing a specific product.

Other products also indicate the carbon footprint in comparison to other similar products so that consumers can understand which products are the most eco-friendly. Furthermore, some labels also give consumers ideas on how to reduce a product's footprint when you using it.

In this wealthy world, even out-of-season-foods can be easily purchased in stores all year round. This is because they have been imported and sold to meet the customer s' expectations. But this is not necessary; we should not demand to have something which is not readily available locally, in order to reduce Co2emissions and improve climate change.

There is a café in Yokohama called 80*80(hachimaru hachimaru), where the concept is to only use 80% foods available within the 80km range of café to provide an environmentally friendly meal.
Obviously being aware of Food Miles, this café is very eco friendly and makes people realise that there are plenty of good products available close to them instead importing from other countries.

Besides the corporate commitment, there actually many things we can do in our day-to-day life to reduce Food miles. It is one of the good examples to check the place of origin and try to buy some domestic products when you go to grocery shopping. Also you may want to shop at Saturday morning market at Roppongi Hills East Court where freshly picked vegetables, fruits and flowers brought from Ibaraki prefecture are available at reasonable prices. Another good idea is that if you have some space at your balcony or garden, you could even start growing your own vegetables or fruits.

As a start, even these little actions will help solve our environmental problems.

First, however, what is Fairtrade really? It guarantees better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. The reality of production in these countries has not been seen; just as the foamy top of a café latte covers the true drink underneath, we only see the benefits of the farmers' struggles rather than the issues surrounding our luxuries that lay just out of sight.Coffee farmers, for example, receive compensation that does not cover production costs, and banana farmers are forced to expose themselves to harmful pesticide yet do not even receive enough money in return to support their families. Fairtrade, on the contrary, makes sure they obtain a fair and stable price for the product, advance payments, long-term trading relations, and that they use environmentally sustainable farming methods. The ultimate goal is the producer's independence, and Fairtrade provides active support in gaining the necessary knowledge and skills for both management and productions.

In Japan, our awareness of Fairtrade is still very low even after 20 years since it was first launched in the country. However, in Europe a wide range of Fairtrade products are available at almost any supermarket and the government itself promotes the use of Fairtrade products: at institutions such as the House of Commons, the Department of Trade and Industry, the Department for International Development and the Treasury, and the Department of Health in UK all the coffee served has been switched to Fairtrade coffee.

Companies in Europe are not exceptions either: there are many which have switched to Fairtrade certified coffee, Microsoft UK, Merrill Lynch UK, Volkswagen, and IBM Germany, to name a few. Since participation in Fairtrade helps protect human rights and the environment, some corporations have actually adopted Fairtrade as one of the means of their CSR (Corporate Social Responsibilities) activities as well as purchasing Fairtrade products, which has been known to the morale at the workplace and foster a better work environment.

Although Japanese companies are still not very much familiar with Fairtrade, bringing the idea into your workplace is not difficult. Ryohin Keikaku Co., Ltd., known for its "MUJI" brand, has sold a variety of Fairtrade coffees and teas which are even available in Pet bottles. ASKUL Corporation, one of the major office supply companies, has also offered Fairtrade coffee in their latest catalogue as well as organic certified and Rainforest Alliance certified brands. As awareness of Fairtrade issues spreads across the globe, some corporations have taken initiative; Dai Nippon Printing Co.Ltd., for example, serves Fairtrade coffee to their visitors and workers. NTT Communications has also provided Fairtrade coffee at their cafeteria and put posters about Fairtrade to raise awareness of their workers.

It may be just a cup of coffee, but what if "just a cup of coffee" could make a difference? Coffee might be able to bring you a smile, and by choosing Fairtrade, you can bring a smile to the world, too.

With its stylish design, the KAMIPEN, a pen made from recycled paper, has given us a new way to be fashionably eco-committed. Originally made in Germany, the KAMIPEN is a product made of 95% Japanese domestic recycled paper. The eco-mark certified pen is available with a cap or in a retractable style and mechanical pencil style. The glue used for the KAMIPEN is chemical-free and natural--it is made of casein, one of the components of milk. According to Japan Plus Corporation, the demand for this year has increased about one and a half times compared to last year because of the recent eco-promoting trend and the rise in consciousness for environment.

The eco calendar frame, made of used paper or used coffee grinds, can also be an excellent decoration to your desk at work. The frame is made of discarded materials and polypropylene, which enables the three dimensional design and sophisticated appearance, and the used coffee ground frame even has the scent of coffee. Asahi International Corporation, which designs and produces original office novelties, has also introduced a mouse pad made of banana peels discarded in the Philippines which creates employment opportunities for the country. The needs and inquiry for the products have doubled for this year, and the company says they are planning to focus on producing more of eco-friendly novelties.

                                                                                                  These office accessories are available only by request at the moment, however the KAMIPEN is  now used as promotional tools by banks, hotels, and at eco-promoting events or artists' concerts in addition to various enterprises, and many mega companies such as Toyota, Sekisui House, Mos Burger, and UCC have chosen the eco calendar frame for their novelty goods. For both of these products, clients can insert their own logo or corporate name.

Changing your office practices to be more ecological may sound a little hard, but with the handy ecological office novelties it is not a hard nut to crack. If your office is not yet eco friendly, this is the way to head for the first step.