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Aveda Helps to “Kick the Cap”

Maggie Mulhern | July 10, 2011 | 8:19 PM

The Aveda commitment to better the planet is the real deal and the most recent press event in the Tribeca area of N.Y.C. makes that more than obvious.

The “green carpet” was rolled out to introduce the press and invited guests to brothers Max and Jacob Malamed of Tenafly, NJ. These two young men represent the tip of the iceberg of all the school children, Girl Scout Troops and Aveda employees that have collected more than 55,000 pounds of plastic caps.

Aveda Helps to “Kick the Cap”
Jacob and Max Malamed help to KICK THE CAP.

Why plastic caps, you ask?  According to the press release, the goal is to rid the planet of these nasty caps which are not widely accepted by the U.S. recycling facilities. As a result, most end up in landfills, discarded in gutters, on beaches and ultimately make their way into the worlds waterways where fish, birds and other marine life frequently mistake them for food. The Pacific Ocean currently contains 3.5 million tons of trash, 80% of which is plastic. The Aveda goal is to use its recycling program to reduce the amount of plastic caps and save marine life.

Aveda Helps to “Kick the Cap”
Collected caps and clove shampoo.

Each guest received a bottle of a limited edition vintage CLOVE SHAMPOO. The shampoo not only celebrates Aveda’s 30th Anniversary, but the company’s first ever shampoo is being re-launched in a bottle made of a minimum of 96% recycled high density polyethylene, the highest percentage recycled content in colored bottled containers available.
The press event was held the night before New York Fashion Week to highlight the Aveda “Green Fashion Program.” This season the company sponsored four shows: Preen, Rodarte, Alexander Wang and 3.1 Phillip Lim. For each presentation, Aveda did the following:

1.    Replaced the traditional plastic bottles of water with re-usable, non-toxic aluminum SIGG bottles filled with New York City tap water (which is, like, the BEST water!)
2.    Sponsored shows that did NOT show fur.
3.    Offered all organic, locally sourced food back stage to models, stylists, make up artists and production staff.
4.    Printed all materials and invitations on recycled paper (also using both sides!)

Aveda Helps to “Kick the Cap”
Aveda artist Dennis Clendennen hits Fashion Week with his very own SIGG bottle.

So not only do Aveda folk walk the walk and talk the talk….they also ride the ride. At the end of the press conference all guests were offered transport to the tents via a fleet of New York City “Pedi-cabs”, those uber-fun eco-friendly and emission free bicycle taxis. I jumped in and grabbed Christian Siriano (that cute little “fierce” guy from Project Runway) for a quick ride. He jumped out after the first pot-hole but I hung tight and reached the tents in record time!

Aveda Helps to “Kick the Cap”
Maggie Mulhern and Christian Siriano grab a pedi-cab.

Aveda Helps to “Kick the Cap”
Maggie Mulhern ditches Siriano and is off to the tents in her own pedi-cab. “He was weighing it down!”

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