Written by Sarah Storms Greenwald

Has Instagram been plying you with that covetable scene of a perfectly mussed stack of floral pillows piled high in what can only be a British manor garden, too? The good news: you don’t need to go traipsing in the Cotswolds to get the look. Meet GreenRow, the newest brand from Williams-Sonoma, Inc.

According to President and CEO Laura Alber, the label embodies an “unwavering commitment to sustainability”, prioritizing the use of sustainable manufacturing practices and low-impact materials (think responsibly sourced linen, cotton, and wood). The company even goes a step further, enlisting third-party certification from organizations like the Textile Exchange’s Global Recycling Standard, Fair Trade USA and Nest’s Ethical Handcraft Program to verify their production methods and ensure worker well-being at all points of the supply chain. 

While “eco-friendly” design can often tend towards the gray and unadorned, GreenRow’s colorful offerings are anything but sterile or mod. Expect an heirloom feel and traditional sensibility that pulls from various worldly inspirations—ruffled pillow covers and pleated fabric shades in ditsy prints bring to mind that aforementioned English country chic, while turquoise-painted turned wood dining chairs ooze 19th century Americana. Handmade area rugs in all manner of vibrant stripes hail from India and matelassé bedding in soothing pastels could be ripped from a cottage in France. This marriage of forward-thinking processes with time-tested styles only underscores that while your taste may be lovingly stuck in the past, sustainable design can (and should) be a part of your future. 

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