High on Grass (2011/11/04)
   While new-and-improved products are a constant feature of the consumer landscape, it’s still unusual to encounter novelty in the form of raw material. This may help explain the vogue for bamboo. Obviously this fast-growing plant it’s actually a grass is not new, either as a living thing or as the basic stuff of fabricated goods. Think, for example, centuries of Asian culture. Even so, bamboo has in the past five years or so gradually acquired a whole new level of popularity in the United States and maybe even a mystique.
   One reason for this is its peculiar flexibility as a material. That it can serve as the key ingredient of a hard floor or a soft bed sheet makes it sound like some industrial wonder stuff concocted in a conglomerate’s skunk-works program; that it simply grows out of the ground seems even more wondrous — and wondrous in a way that’s a little more resonant with the present consumer zeitgeist. Bamboo has long been popular with the ecoconscious set (because, unlike a clear-cut forest, a well-managed bamboo crop replaces itself in a few years). Recently it has also acquired a chic factor that something like, say, hemp, never quite attained. As Susanne Lucas, chairwoman of the board of the World Bamboo Organization (a nonprofit group that promotes bamboo as a material and as an economic development tool), puts it, the grass has become “fashionable.”
   That being the case, the other key to bamboo’s popularity might seem surprising: instead of highlighting the stalks or other visual bambooness cues, recent manufacturing technologies make it possible to minimize them. David Bergman, a New York architect and the founder of Fire and Water Lighting, which specializes in projects that are both ecofriendly and stylish, figures that bamboo’s popularity has been partly helped by this disguising effect. Bergman has a particular interest in what he calls transparent green, meaning design that’s ecologically sound but doesn’t show off that fact — avoiding the “granola look,” as he has put it. So while you can tell that bamboo floors aren’t teak, you might not know at a glance that there’s anything “green” about them. “It doesn’t have to scream that it’s an ecomaterial,” he says.
   This same curious mix of chicness and invisibility applies to the more recent bamboo fabrics. Dan Keesey, a partner in Bamboo Textiles, one of several companies selling such items, says the breakthrough in textiles was the development of a process that turned bamboo into a rayonlike fiber. Big chains like Target and Bed, Bath and Beyond now sell bamboo sheets and pillows — and emphasize their softness.
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