A new cafe culture is brewing in the San Francisco area, where a growing number of coffee houses are banishing paper to-go cups and replacing them with everything from glass jars to rental mugs and BYO cup policies.

What started as a small trend among neighborhood cafes to reduce waste is gaining support from some big names in the city’s food and coffee world.

Celebrated chef Dominique Crenn, owner of the three-star Michelin restaurant Atelier Crenn, is opening a San Francisco cafe next year that will have no to-go bags or disposable coffee cups and will use no plastic. Customers who plan to sip and go at Boutique Crenn will be encouraged to bring their own coffee cups, says spokeswoman Kate Bittman.