After 15 years of working in high-end fashion brands, Caroline Morrison left an international sales management role to introduce a more eco-conscious option to consumers. In December 2020, the French-American entrepreneur opened Landline, a general store in Paris featuring built-to-last housewares, toys, clothing, and cleaning supplies, all ethically produced and largely made of natural materials. She is succeeding despite the contrarian bent of her business model: selling goods that don't need replacing. The idea is encouraging consumers go back to how they used to consume, when things had value and meaning, before disposable living. Items sold in the shop can be repaired, reused, or passed down from one generation to the next. Morrison is working with her suppliers to improve their sustainability and encourages her customers to stretch and change their consumption habits for everything in their lives.

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