Word: indigo
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...moment earlier it had been afternoon, the sky still indigo; now from within the glamorous bubble of white-hot glow, night had fallen over the rest of the city, it seemed. Skaggs' favorite hours in New York had always been the gradual, liminal recession of day into night, the daily autumn, with each of its slow, soft, ambiguous gradations of deepening color and shadow. But twilight had been rendered obsolete by the New York Gas Light Company. Half the city's streetlamps were...
Last November, Fair Indigo opened its first store, a 1,600-sq.-ft. eco-friendly space in Madison, Wis. The floors and shelves are made of sustainable bamboo, the walls are covered in wood pulp, and the clothes are draped on bamboo hangers. Customers can scan the bar code of any item at an Internet kiosk at the center of the store to read detailed information about the factory in which it was produced. Bass hopes to open four stores a year nationwide starting...
Whereas fair-trade coffee is pricier than the conventional stuff, Bass insists that Fair Indigo clothing is just as stylish as other brands and its quality is just as high?only minus the markup for the do-good aspect. This is possible, he says, because he has eliminated the middle man. Bass relies heavily on worker-owned cooperatives, which slashes layers of overhead, and works directly with the owners of non--co-op factories. Moreover, unlike many clothing brands, Fair Indigo has a minimal advertising budget, counting instead on word of mouth, and it sells directly to consumers instead...
...debut collection consisted of about 100 styles, but Bass says this fall's line will offer closer to 300, with a wider range of products, a broader color palette and more accessories. Each pair of jeans, he adds enthusiastically, will be made out of organic denim. The Fair Indigo aesthetic, which falls somewhere between J. Jill and J. Crew, is casual but fashionable, aimed at the 30-to-50-year-old set. (Think silk jackets, alpaca scarves and cashmere sweaters...
There isn't yet an official fair-trade certification for apparel in the U.S., but Bass is consulting with TransFair USA, an independent third-party certifier of fair-trade goods, in hopes that Fair Indigo will be the impetus for a certification process. "The fair-trade movement is still in its infancy, but people in general are more socially conscious, and I think that's going to start filtering down into the apparel industry," says Bass. "Our goal is to start a movement that changes how the apparel industry works. The measure of its success will be how quickly other...