Strongly imposing your views onto people is a good way to alienate them, unless there is a sleeping giant within them, a sleeping giant who is waiting to be awakened and gain the Ultimate Edge. Or you're opening a gear store called Convert.
The 23-year fashion vet behind Villains has opened Convert -- a concept shop stocked with both lesser known local brands and well loved heavyweights -- where he's leveraging his hard earned cred to illicit a pledge from his vendors to be more sustainable if they want in, whether it be by introducing an organic line, sourcing US-based production, or just promising to eat grass. Local love includes stylishly smarta** tees by Headline Shirts (which rock designs like Sam Jackson pointing a gun and imploring you to "say 'tweet' again"), and Tellason's relaxed fit jeans that're designed here and made from denim from a North Carolina mill that's considered one of the country's best, despite being dead last in the ACC. There're also skate/surfy spring lines from Obey, Hurley, WeSC, Japan/Cali-made jeans by Naked & Famous and AG (respectively), and sweet accessories that range from Nixon watches, to TOMS shoes, to minimal headphones by Urbanears, which're incompatible with living in Marin, but hey, at least you drive a Range Rover with a "Keep Tahoe Blue" sticker.
Convert's grand opening party goes down on the 13th, where there'll be free beer/BBQ, and a truck parked outside heat pressing custom Hurley art onto discounted/blank tees n' board shorts -- a bold gamble for Hurley, assuming you won't feel alienated by them imposing their brand onto your sleeping midget.