Ali Ruvin and Melina Marcus have seven children between them. Last March, the women joined forces to create a new offspring, a business devoted to eco-friendly products.
Not only do the businesswomen have high hopes but they also function according to a lofty ethic.
“Basically our philosophy for our business is based on the principles of tikkun olam, repairing the world,” Ruvin said.
Focusing on “eco-friendly” products made in the U.S. with sustainable materials, their firm Rebel Green sells apparel, lunch bags, tote bags, produce bags and fruit and veggie wash.
“We really want to avoid our dependence on non-renewable resources from both a political and environmental perspective. We want to support the organic farmer, the eco-friendly printer and domestic manufacturing,” said Ruvin.
The company’s mission statement explains the pair’s hope to create change in the world:
“How we live, what we buy and what we throw away has ripple effects on the world around us. Therefore, we are dedicated to creating goods that are as much a fashion statement as they are a principled choice. We believe consumers can be change agents, and inspire others to rethink their habits.”
But unlike the previous generation of green products, they are firmly focused on fashion. They proudly describe their merchandise as chic, edgy and rebellious.
In their eighth month of being open for business, the company is “typically exceeding” monthly sales goals despite the overall downturn in consumer spending and a 7 percent drop in the apparel market for the first half of this year according to the NPD Group.
“Sassy rebellion”
Before founding Rebel Green, the pair met socially and competed in a duathlon together. Then, two years ago, they started working on the company.
They found vendors, developed concepts and products, and focused on their designs. Their aesthetic philosophy is: “We love good design and we care about the environment. You should never need to sacrifice one for the other.”
Minneapolis-based Wink, Inc. produced the graphic designs. Wink designer and partner Richard Boynton said that his firm worked to appeal to consumers looking for “a good way to enter the green lifestyle without going over the edge.” Per Rebel Green’s direction, he avoided clichés and strove for “sassy rebellion.”
In March of this year, the business officially opened its doors. Ruvin and Marcus attended the spring Stylemax trade show in Chicago with a regional approach and went national within weeks.
Sales are direct to consumers via www.rebelgreen.com and through more than 50 stores nationwide, ranging from Whole Foods to the high-end Fred Segal of Los Angeles. They’ve also gone international, with sales in Japan, Brazil, Canada and France.
In Milwaukee and Madison, their products can be found at Whole Foods, B’Tween Friends and Olive in Milwaukee, and Pop Deluxe in Madison.
Role of friends
A self-employed family lawyer, Ruvin previously co-founded an ad hoc environmental group, Jewish Women for the Environment. Marcus’ background includes work in politics, media, fashion and retail.
She said the two owners have gone through a “huge learning curve” and credits “lots of good friends to call on for expertise and knowledge.”
Ruvin’s husband Rob came up with the company name and Marcus’ husband David helped develop the website.
They enjoy hearing from friends and customers who have seen their products in other states and report sightings. Appreciative customer calls reinforce their mission.
Next steps for the company are to retire designs, develop new ones and to investigate co-branding.
Jill Rothenbueler Maher is a Milwaukee-based freelance writer.
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