White Lotus Home, which makes chemical-free mattresses and furniture, often from waste fiber that might have ended up in landfills, was looking to expand its distribution. Marlon Pando, its president, got a postcard from Dwell Creative, admonishing companies not to be "greenwashers," companies that promote themselves as more earth-friendly than they really are, and showing Rooks with a bar of green soap in his mouth.

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