BURLINGTON, VT - June 11, 2008 - Today Wee Generation is pleased to announce the birth of its innovative eco-diaper bag, whose exterior shell is Cradle to Cradle certified (100 percent PVC-free and made from recycled plastic water bottles). The notion of the quintessential diaper bag was re-conceptualized and collaboratively designed in partnership by Seventh Generation - the nation's premier provider of non-toxic and environmentally-friendly home cleaning, personal care and baby products; William McDonough - the acclaimed green architect and visionary; IDEO - one of the world's most innovative design firms; Healthy Child Healthy World - the country's primary children's environmental health eco-advocacy non-profit and Rickshaw Bagworks - a leading manufacturer and designer of sustainable urban bags.

See and purchase the much-anticipated diaper bag, in development since last summer, and appropriate for both mom and dad, at www.weegeneration.com. The bag is available for $200 and 100 percent of profits benefit Healthy Child Healthy World.

"Wee Generation's eco-friendly diaper bag is an important development in consumer goods," said William McDonough, green architect and environmental designer. "The initiative sets the pace for an environmentally-intelligent industry and will continue to change how goods are created and repurposed going forward."

"The arrival of a baby brings many new opportunities to seek cleaner, greener and safer lifestyle options," said Christopher Gavigan, CEO and Executive Director of Healthy Child Healthy World. "Wee Generation wants to bring children's well-being and environmental health to the forefront in easy, attainable ways for anyone overwhelmed with the daily demands of parenting. This environmentally-friendly bag is one effortless way to be a conscientious parent and keep your children's health and future in mind."

About The Wee Generation Diaper Bag

The Cradle to Cradle-certifiable diaper bag is currently undergoing a rigorous certification process and was designed with a broad, thoughtful approach to sustainability. The Wee Generation diaper bags are highly functional, durable and manufactured responsibly. To influence the design process, current and future parents weighed in at www.weegeneration.com to share their own stories and insights on baby bag usage.

Wee Generation Diaper Bag Features

• First 500 bags come with Seventh Generation baby products; Naturally Clean, the Seventh Generation Guide to Safe and Healthy Non-Toxic Cleaning, a book by Jeffrey Hollender, chief inspired protagonist at Seventh Generation; and Healthy Child Healthy World literature to inspire a living, healthy home in five easy steps


• PVC-free exterior fabric is Cradle-to-Cradle certified which means it is made from 100% post-consumer recycled water bottles


• PVC-free waterproof, wipe-clean liner


• Removable insulated feeding tote, changing tote and plush changing pad


• Detachable insulated bottle holder and quick-access zip pouch


• Large rear zip organizer pocket for on-the-go convenience


• Dual front zip compartments with key tether


• Velcro and magnetic closure as well as dual buckles


• Deluxe adjustable comfort strap with quick release cam buckle


• Stroller attachment straps


• Available in four patterns: Soda Pop Silver Weed, Soda Pop Sage, Soda Pop Black Current, Bottle Bank Thistle

For more information about Healthy Child Healthy World, visit www.healthychild.org

For more information about William McDonough visit www.mcdonough.com

For more information about IDEO, visit www.ideo.com

For more information about Rickshaw Bagworks, visit www.rickshawbags.com

Seventh Generation

Seventh Generation

Seventh Generation is committed to becoming the world's most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home. For 20 years, the Burlington, Vermont-based company has been at the forefront of a cultural change in consumer behavior and business ethics.

The company derives its name from the Great Law of the Iroquois that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, keeping toxic chemicals out of the environment and making the world a safer place for this and the next seven generations.

Seventh Generation products can be found by visiting: www.seventhgeneration.com.

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