For a PR team as obsessed with fashion as it is with absorbing mega amounts of caffeine, launching the American fashion industry’s very first mainstream fair trade fashion brand was as good as it gets.  The brand founders, a group of socially-conscious Lands’ End alums, loved our “cashmere in a cup” approach telling the world “if you think it’s cool to drink fair trade coffee, you’ll love the feel of fair trade cashmere.”

For all those naysayers who needed convincing that fair trade had finally percolated into the mindset of socially responsible fashionistas and their male counterparts, we hung our mugs on original third-party research, commissioning a national “from coffee to cashmere” survey that proved fair trade apparel’s time had come…and buying fair trade was a stylish move forward.

Our “cashmere with a conscience” story resonated with the country’s top business and fashion writers, with feature stories appearing in the New York Times, the Associated Press, fashion trades such as DNR and Women’s Wear Daily, the Chicago Tribune and other daily newspapers nationwide.