A Guide to the Best of Southern California : SHOPTALK : Something Fishy

In the spirit of promoting politically correct holiday giving, Heal the Bay has opened its own seasonal shop. “What makes this store different?” asks the sign in its sandy, fishnet-draped window. “Every item you buy here provides needed dollars to support our efforts to fight ocean pollution along Southern California’s beaches and coast.”

Inside the Century City mall store, eco-shoppers will find basic T-shirts--imprinted with the group’s fish logo--in pink, purple and aqua, and organically grown cotton sweat shirts, with and without hoods. Searching for something a little more imaginative? Inexpensive porpoise earrings and sea-life sculptures in acrylic and bronze, priced up to $750, also are available. And for children there are fish erasers, school bags, book packs, stuffed animals, rubber-stamp sets, even an infant’s T with a tiny seascape.

Founded in 1985 by a handful of citizens concerned about sludge and sewage being dumped into the Santa Monica Bay, the watchdog group is now 10,000 strong and has won court battles against a number of polluters, including the City of Los Angeles. The holiday shop--which substitutes recyclable paper bags for fancy wrap--will be open through Dec. 31.

Heal the Bay Environmental Gift Store, Century City Shopping Center, 10250 Santa Monica Blvd., Los Angeles; (310) 277-7236.