Issue link: https://read.dmtmag.com/i/267325
20 BRAVA MAGAZINE | MARCH 2014 UPSHIFT GEAR RECYCLING REVAMPED Big wardrobe, zero environmental im- pact. It's this simple ratio Lindsay Leno has brought to Madison shoppers with her unique boutique, Upshift Gear. How does it work? Imagine a clothing swap you host with friends—except this is with the entire city. Customers looking to clean out their closet or freshen their wardrobe bring in used clothes, then pay $20 to shop for an equal exchange, taking away as much as they bring in. Any clothes not put into the boutique get donated to various local charities. A former stylist, Leno says the shop was a way to merge her love of fashion with an ECOFRIENDLYLIFESTYLErEVENˬLLTHEǠX tures, hangers and mannequins are from second-hand sources. While it started small, the shop is now bustling, with inventory that changes daily and events that often include wine—showing that Madison is indeed ready to upshift its wardrobe. –Leslie Jernegan 836 E. Johnson St., Madison. up-shift.webs.com. PHOTOGRAPHED BY SHANNA WOLF THRIVE RETAIL THERAPY "THE [RESALE] BUSINESS MODEL HAS ALWAYS WORKED, AND HAS BEEN POSITIVE FOR US AND THE CUSTOMERS." LINDSAY LENO, OWNER