Jenny Hwa of Loyale

Photographs by Jeff Gurwin

After working for various fashion houses (Jill Stuart, Catherine Malandrino and Calypso, to name a few), Hwa came up with the idea of Loyale (loyaleclothing.com). Launched in the spring of 2005, Loyale was originally a line of eco-minded yoga wear. “The silhouettes for yoga clothing back then were frumpy,” explains Hwa. Since then the organic collection has become more fashion-oriented and Hwa has won multiple awards for her sustainable practices. “With eco, there’s a sense that you have to sacrifice something, but I’m trying to disprove that.”

1. Sustainable NYC
139 Ave A at 9th St (212-254-5400, sustainable-nyc.com)

This eco-emporium sells everything from natural cotton tampons and Dr. Bronner’s soaps to cute polka-dot hemp shoes and soy-based candles. Plus, it houses Ciao for Now, a tea and coffee bar with delicious baked goods and sandwiches. But Hwa immediately gravitates toward the rainbow of chemical-free Priti Polish nail polish on display ($12.50 per bottle). “It’s my fetish!” she admits. “I own about 18 to 20 shades, and the owner has a green spa right around here.” (Priti Organic Spa, 35 E 1st St between First and Second Aves, 212-254-3628) “This polish is a great example of how you can make a small change and take a step toward becoming greener.”

2. Organic Avenue
101 Stanton St at Ludlow St (212-334-4593, organicavenue.com)

“You can take food for granted,” says Hwa as we gaze into the refrigerators stocked with raw-food delicacies and house-blended brews recommended for juice fasts. Hwa cops to having tried the store’s signature juice program called LOVEfast ($350 for five days), and says she “gained clarity of perception and vitality.” But she also admits to being an extremist, saying, “I like to push the limit.” So, if uncooked nut bars aren’t for you, Hwa suggests checking out the small selection of clothing (including a long, white cotton Loyale dress that one client wore for her wedding) and books. One she is passionate about is Crazy Sexy Cancer Tips, by cancer survivor Kris Carr ($17.95). ”It’s an inspiring wellness book that encourages meditation, eating vegetarian and feeling good both inside and out,” says Hwa. “Because, why wait for cancer to improve your life?”

3. Kaight
83 Orchard St between Broome and Grand Sts (212-680-5630, kaightnyc.com)

This store made a name for itself by proving that eco can be chic. Unsurprisingly, some Loyale pieces are in stock, and Hwa points out one of her favorites—the Valencia Mini ($180), an adorable organic cotton dress in a floral pattern that’s printed with low-impact dyes. “Plus,” she whispers, “it flatters every body type.” Pride aside, Hwa loves Perfectly Unperfect’s organic cotton boy shorts ($32), because “they come in such a pretty range of colors and actually look feminine.” Other in-store favorites include sexy, chemical-free vegan shoes by Olsen Haus and Beyond Skin. “You know, PVC never stops leaking into your skin,” warns Hwa about other shoe brands.

4. Marmalade
172 Ludlow St between E Houston and Stanton Sts (212-473-8070, marmaladevintage.com)

This vintage shop is eclectic, to say the least: The walls are painted in swaths of kaleidoscope colors, funky light fixtures hang from the ceiling, and the selection of secondhand goods offers something for everyone. Hwa acknowledges our purpose, saying, “Vintage is, of course, a great sustainable way to shop,” and then dives headfirst into the racks of dresses like a consummate shopper. She marvels at higher-than-high heels with bows on the back, has a brief love affair with a short, brightly colored floral dress that she nicknames “’80s paradise,” and finally settles on a “more practical” black-and-white floral cowl-neck dress ($135).

5. Babycakes
248 Broome St between Ludlow and Orchard Sts (212-677-5047, babycakesnyc.com)

Hwa likes to indulge in the vegan treats at this supercute bakery. While nibbling on a raspberry scone made with spelt ($3.75), she spots the Cup-A-Cake ($2.99), a plastic container that transports a cupcake without making a mess—or wasting paper. “I want one!” she cries.

Win this shirt!
Hwa is giving away one of Loyale’s Tara blouses ($130). For a chance to win, log on to timeoutnewyork.com/loyalegiveaway by April 30 and give us your favorite green tip. Hwa will pick the winning response.

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