With so many designers and celebrities paying lip service to eco-conscious fashion these days, it's tempting to jump on the bandwagon by ordering gobs of "green" fashion and beauty products from your favorite e-tailer — but wait; 4,000 miles and umpteen gallons of jet fuel later, how green really is that organic cotton "designed in USA, made in China" ensemble? And isn't most of that packaging going straight into a landfill?

It's a sad fact of life that for us, our carbon footprint is bogged down by our mid-Pacific location.

So what does it really mean to go green in Hawai'i? It's a complex and often controversial question, but, fortunately for fashionistas, the Islands are home to many innovative entrepreneurs who are making eco-friendly shopping a no-brainer. Here are some tips to enhance your green factor:

BUY LOCAL

Beauty products are a killer way to score in this category because they support local agriculture and reduce shipping emissions. Malie Kaua'i (www.maliekauai.com) is a line of beauty products derived from indigenous Hawaiian plants farmed organically or sustainably crafted from Kaua'i's forests.

SUPPORT KICKBACKS

To the planet, natch. Surf Line Hawaii (www.surflinehawaii.com) is a member of One Percent for the Planet, a consortium of businesses that donate 1 percent of their profits to environmental causes. Marquet in Waikiki (345 Royal Hawaiian Ave.; 922-4776) also donates proceeds from its organic tees to the Hawaii Organic Farmers Association and Hawaii Audubon Society.

GET THRIFTY

Pick your trend. Sixties mod, 1970s funk, or 1980s punk — why reinvent the wheel when you can have the real thing — usually for a lot less bankroll? Stylus Music & Clothing Exchange (University Square, third floor; 951-4500) takes the work out of digging for a great find with their inventory of thrift and vintage, as well as a new and used vinyl collection.

RE-WORK YOUR WARDROBE

All those old mu'u mu'u gotta go somewhere, right? Kailua boutique Mu'umu'u Heaven (767 Kailua Road; www.muumuuheaven.com) is jammed with retro-fabulous designs made of recycled Hawaiian fabrics. They also carry vintage fabric handbags by Kaua'i designer Denise Tjarks.

GO STRICTLY CERTIFIED

The Hawaii Organic Farmers Association (www.hawaiiorganicfarmers.org) is releasing its first Hawaii Organic Products Directory this year to put certified organic products at your fingertips.