Bagborroworsteal.com’s take on the three environmental R’s (Reduce, Reuse, Recycle) injects some green back into the water-cooler conversation, connecting rare vintage and designer finds to a network of nearly 1,000,000 on-loan fashionistas. Here’s the deal: just mail an item back by the end of your borrowing term, and you’ll be on your way to finding the next bag-totin’ New You. You might even plateau as "trendiest slut in the office" for a couple weeks, could be more. Join the hipster queue now to “borrow” a quilted chain-strap Chanel, circa 1980s. Or, if it’s really meant to be, “steal” it at straight market cost. You’ll be the envy of all those people who hang out by the water-cooler.

Borrowing is cheaper and more democratic than owning (and who do you know that, like, totally hates democracy?) Plus, it teaches an important lesson: real fashion should last. Take impeccable care of your bag, and it will leave you in impeccable taste forever. So feel free to lavish on the noncommittal love… for as long as it strikes you.

We talked to BBOS Chief Marketing Officer Jodi Watson about their recent plug on the Sex and the City big-screen, greening an "untouchable" industry, and the novel experience of only getting one thing at a time.

Where did the idea for BBOS come from?
“Our founders are actually two men who got sick of watching their wives and daughters trading each other’s accessories all the time. They also recognized the need to trust the place you’re borrowing from. The authenticity of the products you borrow is real, and everything coming in goes through a highly extensive refurbishment process, like a day spa for bags."

Who’s borrowing?
"We hear from our customers that the main reasons they rent are because we have a wide range of products – not because they can’t afford to own. They want access to more luxury and to more experiences, but not to own those experiences.”

Does BBOS have a social responsibility to be green?
“The concept of ownership is changing. There’s a new understanding that ‘I want to do more with my life, and I don’t want to leave a big mess behind.’ It’s our responsibility to give people what they want. That’s how we grew into sunglasses."

Tell us about your “role” in Sex and the City.
“[Writer/Director] Michael Patrick King decided that BBOS gave some additional life and authenticity to Carrie’s assistant Louise’s character, played by Jennifer Hudson [who borrows all her luxury bags]. We launched a ‘Sex and the City Style Profile’ YouTube contest, "Purs-onality" quiz, and SATC-inspired shops where members can borrow items that each of the SATC girls would wear. I think what you see in the democracy of information out there today makes you identify with one of them."

Will haute couture stand to be environmental?
“Fashion can be green, it can be fun. There are many ways to enjoy luxury that don’t have an impact on the environment. When we launched vintage, we realized, what a wonderful way to celebrate designers of the past. We have some products that are from the 1920s. They transcend time. That might not be a green message – but by default, it is green.”

Can you be green, stylin’, and still make profit?
“In the last two years, our growth has been pretty dramatic. We have more than 800,000 members right now and that’s growing every day. It is absolutely possible to be green and profitable. There’s a lot of discussion about greenwashing, so you have to be careful not to over-promote what your company does. You have to approach it first by doing the right thing internally. We’ve launched a Green Team task force, internally, to better understand our impact on the environment. If you do right by your own your company, then bring that information to the public… good will come.”

Sharon Margolis