The black, long-sleeved hoodie looks basic. It’s not. It’s 68 percent bamboo, 27 percent organic cotton and 5 percent spandex. And it costs $63.

The sweatshirt—made largely from the world’s fastest growing plant, which makes the garment breathable, anti-bacterial and anti-static—is like many of the products found inside the newly opened eco-friendly store Element Earth in Carmel’s Barnyard Shopping Center: The soy boxers, the hemp accessories, the baby clothes and the shoes made from old tires are all 100 percent sustainable.

“This is Monterey County,” says Nicholas Kadjevich, owner and longtime local, “if you’re not into a specific something that sets you apart, you’re not gonna last five minutes.”

Located in the Barnyard, one of the most upscale shopping hubs in one of the most high-end shopping communities in the country, Kadjevich is hoping his customers will pay more—sometimes much more—for green gear.

The surprisingly soft yellow, grey and black soy boxers cost $18. Hemp wallets and coin purses range from $7 to $14. A button-up organic cotton blend sweater goes for $136.

Element Earth is not alone in taking retail green. Everyone from Patagona to Nike has introduced more sustantiable products.

Kadjevich also acts upon his green conscience in other ways. He’s a member of One Percent for the Planet, a coalition of businesses that donate at least 1 percent of their profits to environmental organizations worldwide.

The highly competitive retail world will quickly reveal whether Kadjevich’s eco approach will prove sustainable as a business. At last week’s grand opening, only a smattering of people drifted in.

But Kadjevich is confident that his business will find a following, especially as he expands his inventory. “Things are starting to come together,” he says.

LEARN MORE ABOUT ELEMENT EARTH PRODUCTS by calling 626-6600 or visiting elementearthclothing.com