Want to visit the West Coast but afraid your Habituals will be replaced by hemp, and your perfume replaced by patchouli?  Well fear no more.  Victoria’s Not Just Pretty delivers high-end sustainable designs that even the most diehard urbanite can appreciate.

As the name so duly suggests, Not Just Pretty is more than a boutique that sells pretty clothes.  With designs made from earth-friendly fabrics such as organic cotton, wool, and bamboo, as well as recycled materials, among others, Not Just Pretty is your one-stop shop for all that is stylish and sustainable.

“I have always been interested in fashion – not so much the latest trends, but the quest for a personal style that is comfortable and empowering,” notes Pam Skelton, store owner.  “We want to show the fashionable and earth-conscious woman that she can have it all – style and sustainability.”

Patrons will be excited to note that Not Just Pretty’s spring collections include eco-friendly pieces from Vancouver designer Dace, along with styles from BC Fashion Weeks 2007 Generation Next award winner, Nicole Bridger.  Shoppers will also find labels such as naturevsfuture, del forte denim and EDUN, the socially and environmentally conscious label headed by U2 front-man, Bono, and his wife Ali Hewson.

Find Not Just Pretty on Victoria’s antique row at 1036 Fort Street, or shop online at www.notjustpretty.com .