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First Look at Convert: East Bay’s New Eco-Friendly Fashion Emporium

The big opening bash may not be until next week, but we hear hotly-anticipated, eco-minded Berkeley shop Convert will quietly open its doors tomorrow.

Yes, for city residents, a visit requires a journey over or under the Bay. But we’re betting fashion-minded folks will make the trek. Here’s why:

First, the new store for men and women is the latest from longtime local fashion industry vet Randy Brewer, who spent the last 12 years picking and choosing clothing lines for Villains in the Haight. Second, along with Brewer’s taste for hip surfer-meets-street apparel, the store’s eco-friendly focus is sure to be a draw.

When it opens, not only will Convert put the emphasis on organic apparel and offerings from companies with socially-responsible methods, including PI Organic, Stewart & Brown and Toms Shoes, but it will encourage companies yet to test greener production methods by offering to carry their lines if they commit to changing their habits over time. No word yet on exactly which companies have accepted the challenge.

And last but not least, plenty of Bay Area-based brands will be gracing the racks and shelves, including Headline Shirts, Pact, Tellason and Josh Podoll.

See it for yourself at 1809B Fourth St., Berkeley, 510-649-9759, www.convertstyle.com. Feeling festive? Check out the grand opening event from 12-4 p.m. on Sat., March 13, for customized gear courtesy of Hurley’s Phantom Truck, as well as BBQ and beverages.