Being Conscious-Cool

When it comes to smarter living, forget Martha. Think OSSA - the Outstanding Sustainable Style Achievement Awards. Given out annually by the Sustainable Style Foundation, the OSSA awards promote a lifestyle that is sharp, cool, and conscious. Consumerism never looked better.

In the Fasion & Beauty category, for example, the award was given to Loomstate, an organic brand of Rogan Jeans. What's the big deal?

An acre of conventially-grown cotton typically requires 5.8 pounds of pesticides, and cotton accounts for just one percent of crop production in the U.S. but 10 percent of pesticide use. These are some of the hippest green jeans around, from the uniquely colored pockets to the 'Nature Calls' stitched behind the fly.

Here are some of the other categories and winners:

• Communication/Communication Design: BP
• Designed Environments: IKEA
• Entertainment: Sarah McLachlan's 'World on Fire' music video
• Food/Restaurant: Frito Lay's Natural snacks
• Industrial Design: Call2Recycle
• Mobility: Toyota Prius
• Non-Profit: Global Green's 'Red Carpet-Green Cars' campaign
• Sports: Lance Armstrong 'LiveSTRONG' campaign
• Travel: Aspen Skiing Company

Link: The OSSA's awards.