Williams-Sonoma's New Brand Greenrow Is Stunning and Sustainable

New home brands seem to debut every year, but it’s not every day that a beloved, legendary retailer launches something completely new. And that’s what Williams-Sonoma, Inc. (whose family of brands include West Elm and Pottery Barn) is doing. Introducing GreenRow, a home brand that is squarely focused on sustainability.

Courtesy of GreenRow

And before you write it off as another brand that only pretends to be eco-friendly, GreenRow really lives up to its promises. Williams-Sonoma, Inc’s Vice President of Strategy and Business Development Jaimee Seabury leads the brand, and she and her team searched all over the globe and the United States to work with vendors and artisans who are committed to sustainable practices. They even pushed many of their existing vendors to find more ways to produce materials sustainably.

“GreenRow is focused on creating modern heirlooms by combining bright colors and thoughtful details into sustainable materials,” Seabury explained in a press release. “In addition to designing into a timeless aesthetic, we also committed to utilizing sustainable manufacturing practices and teaching our customers how to care for our products in order to ensure their longevity.”

Courtesy of GreenRow

One practice that GreenRow employs is using every bit of material and turning it into something else. Seabury told Sunset that the scraps from the natural-dyed rugs are used as upholstery and cushion covers for stools, and that the extras of Turkish cotton fabric from the duvet covers are turned into crib sheets and napkins. The dinnerware from Portugal is made with leftover glaze, which give the pieces a striking, beautiful patina.

Courtesy of GreenRow

And the materials are expertly sourced. Seabury pointed out a reclaimed