Starwood Capital Group launched its newest lifestyle brand to focus on sustainability, and reportedly is aimed at “changing industry standards” .

Starwood Capital Group launched its newest lifestyle brand: 1 hotels.

The brand is focusing on sustainability, and reportedly is aimed at “changing industry standards,” offering no paper or plastic in guestrooms, the use of nature as art and lobby farmstands where local farmers present their goods for purchase.

"It's simple. We have an impact on nature and nature has an impact on us," said Barry Sternlicht, CEO of Starwood Capital Group. "I decided that if I was ever going to create another hotel, I wanted it to be more than a brand; I wanted it to be a cause. People are already living like this and are now looking for ways to travel in the same fashion. At first, our guests may simply notice the graceful twist of driftwood in the furnishings. However, what we are really offering is an evolution of the entire hotel experience, one that is more natural in regards to the way we arrive, sleep, eat, relax and do.

“By focusing on simple changes that make life better, we will encourage guests to stop, recalibrate and hopefully gain some inspiration from the small steps we have taken to protect nature at each property."

The first property debuted yesterday in Miami, the 426-room 1 Hotel & Homes South Beach, and following this will be a Manhattan and then a Brooklyn property in New York.