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Blake Lively's much-hyped Americana-inspired lifestyle site Preserve launched yesterday, and it's a mix of inspirational videos, baby back rib recipes, essays about artisans like a guy in Brooklyn who creates bespoke bike crates, and a very earnest Letter From The Editor from Blake herself. There's a photo of her feverishly (and beautifully) putting pen to paper, and she begins the letter by writing:
Sitting down to write this editor's letter has been the hardest thing I've done yet on my Preserve journey. I'm more intimidated than I should probably admit. I'm no editor, no artisan, no expert. And certainly no arbiter of what you should buy, wear, or eat. I am hungry, though... not just for enchiladas. I'm hungry for experience.
At least one item is already sold out. This Clark Rose Wrap Dress by Lindsey Thornburg, $395
Blake goes on to explain that Preserve is "part magazine, part e-commerce hub, part philanthropic endeavor and above all, a place to showcase the power of imagination, ingenuity, quality, and above all, people." So what is Preserve selling? A mix of artisan goods ranging from $275 Mother jeans to $7 curry ketchup to $1,000 Sandast leather weekenders.
So if you get sucked into Blake Lively's Southern Gothic vision and buy something from Preserve's adorable "Backwoods Barbie" feature, know that there's a charity component to the site. The site's Greater Good section reads: "We are aware that a lot of what we are selling is outlandish in a world where people are starving and have nowhere to sleep. This is a real problem. One that even on our high horse we can't ignore. This is our community. Each of ours. We have set our first goal of giving 5,000 children a meal, 2,000 children a blanket, and 2,700 children a warm hoodie, all within the U.S." In its first year, Preserve has pledged to donate 5% of purchases in the "taste, style, and home" categories to the charity Covenant House.
· Preserve [Official Site]
· Gwyneth Paltrow's Impressively Zen Take on Internet Trolls [Racked]