Gone are the days of eco-ugly. With the arrival of the green movement we have been introduced to a foreign concept known as eco-chic. This is not an oxymoron. Take for instance Pure by Ami McKay. Her silhouettes are clean-lined and feminine in a vintage modern sort of way. But dig a bit deeper and you'll find that her principles and designs are quite eco-friendly. They are all created locally in Canada from sustainable materials using footprint reducing methods. She named each collection after the four elements: Earth, Air, Fire, and Water. Each collection lives up to its name (the Water pieces and blue, natch). Pure is the whole package of eco-chic!