Word: puravida
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...Italy, there's a different query on the lips of young people: "Have you gotten smart?" No, they're not talking about university courses. And they're not talking about drugs, either. Well, not exactly. The D word is carefully avoided by the nine friends who recently opened the PuraVida Shop in downtown Rome, even though most customers refer to their merchandise as "smart drugs." The store, along with similar "smart shops" recently opened in Milan and Bologna, gives Italy its first sniff of a quietly burgeoning Europe-wide market for all-natural, mostly herb-based substances that advertise...
...Germany and Britain have spawned dozens of full-fledged smart shops in those countries. Schouten claims to take a missionary view of his business. "I think what I'm doing is ethical," he says. "Laws that prohibit you from being free with your own consciousness are undemocratic." Sitting outside PuraVida, Roberto Bartoccini, 21, agrees. He is a fan of the new store and their "charge-up" drinks for his occasional nights out on the town. But, he says, there's one product still missing. "This is great," he says, "but I wish they could sell marijuana." Bartoccini is smart enough...
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