From their site, “To go beyond recycling in trying to counteract the negative global environmental and socioeconomic impacts of disposable consumer culture and to support local businesses, farms, etc., to reduce clutter and waste in our homes and to simplify our lives”.

First principle – don’t buy new products of any kind (from stores, web sites, etc.). There are exceptions of course like food and medicine. Even if you can’t go without buying new items, it will make you more aware of mindless buying.
Second principle – borrow or buy second hand

While it’s not a new idea, the attention it’s been getting will surely make more people aware of the three R’s, reduce, reuse and recycle.

Here‘s their yahoo group and blog for more information.