Ellie’s Eco Home Store opened its doors to Boulder on Saturday, November 15, 2008. While it’s no surprise that the store is launching in the heart of Colorado’s well-to-do, enviro-yoga-laden community, the store embraces a mission that consumers everywhere need to learn to embrace…before it’s too late.

The goal of Ellie’s is to facilitate an environmentally sustainable lifestyle to the masses. With everything from organic cotton underoos to eco-friendly flooring, Ellie’s is merging a selection of products that might mimic Target or Wal-Mart, but combining it with an environmentally responsible, Whole-Foods-like, local flair.

Read more: New Eco-Options, now with more Elephant Poo!