Don’t get me wrong – I think recycled products are great – but this tickled me as what has to be the most hipster brand name I’ve ever seen.  Can’t you just hear the faux-dismissive judgement dripping off of it?

“It’s best to buy this brand of wax paper.  You know,” – a shrug, a look to the side, eyebrow arching, lip turning up ever-so-slightly in simultaneous disdain and self-satisfaction – “if you care.”

They also make toilet paper.

Bene vīvite.