Green Clothing Maker Indigenous Designs Puts Fashion First†

Do-Good Message Is Subtle as Firm Attracts Retailers

Wall Street Journal, July 17, 2007 — Indigenous Designs Corp. prides itself as a truly green supplier. Its women's clothing is made from all-natural, sustainable materials, such as organic cotton, silk and alpaca. It adheres to strict fair-trade manufacturing practices overseas, runs its U.S. corporate office on solar power and encourages employees to bike to work.

But all that feel-good stuff isn't what the Santa Rosa, Calif., company pushed when it met with executives from the Dillard's Inc. department-store chain at a trade show earlier this year. Instead, the apparel maker talked up fashion, design, and price — mentioning the organic and fair-trade chit only as an extra bonus.