Visionary Boutique is the latest, and one of the better, melodies in the green movement. Tucked down a quaint path on Melrose, the boutique calls to mind an old fashioned general store.

Looking deeper you see a responsible citizen, owner Magda Rod, taking her cue to do something for the planet. In terms of clothing, the apparel for kids far outweighs the rest of the store's inventory. Organic everything is served up in tees, dresses, and, of course, leggings. For Mom there are ruffled tops, vegan wallets and reusable bags. We even hear men's tees are on the way. So, how, in an L.A. market saturated with "going green,"  does Visionary Boutique distinguish itself from all the other eco-friendly outposts out there? By its lack of pretension. Yes, there are soy candles (the jasmine is lovely, by the way) and organic cotton jeans, but there are also blow-up earth balls, recycled paper parasols and handmade jewelry. Our favorite is the zombie doll on a bamboo motorcycle. This is a store that doesn't take itself serious. And in West Hollywood, on prime Melrose Avenue real estate, that makes all the difference. —Philip Harris