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prada 120v eyeglasses for a latte instead of $1 for canteen coffee. Whether it's the daily caffeine hit, a weekly meal out or something for the house, Silverstein said the average worker would consciously trade up in three or four categories and trade down for everything else, buying home brands and bargains."They are frugal, they balance their budget and at the same time they dream a lot," he said.For his book, Silverstein, a Boston based consultant, asked shoppers what they splurged on and why. One 28 year old woman, Lesley, spent $US8 $10.50 a day on a gourmet sandwich, even though she earned $35,000 a year.She told him that every time she took a bite, she closed her eyes and dreamt of being with her boyfriend in Italy.Silverstein calls Lesley's experience questing when your purchase takes you out of the dreary job and gives you a break.Whereas old luxury was about status and exclusivity, new luxury is about emotion.Tim Pethick was thinking this when he set up Nudie, a natural fruit juice company, just over a year ago. "My observation would be that there are a whole lot of affluent middle class people who really want to spoil themselves," he said. "They want quality, something distinctly different, and they look on indulgence not as an annual award but almost as an hourly award."At $3, a Nudie juice is twice the price of a processed one. The juice is what Silverstein calls an accessible super premium product a little treat.At the other end of the spectrum are "masstiges" affordable products that bridge the gap between mass market appeal and prestige, such as Louis Vuitton canvas totes and the cheaper Mercedes ranges.Luxury firms push 'ecoThe result? A new line of luxury handbags called AmazonLife, which have the sumptuous feel of leather but are created with sustainably harvested rubber. AmazonLife is launching now in the United States through AP Bags USA. Bags retail for $200 to $500.The luxury market has been slow to hop on the green bandwagon, partly because the cachet of high end goods and services are their quality, which can be hard to replicate with a "green"alternative. Burlap and hemp don't exactly scream Armani. Nevertheless, some leading edge luxury companies are finding a