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A Short Quiz

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You betcha.

Cotton it is.


Patagonia converted its entire cotton line to organic in 1994.

Took a huge financial hit in the process, as there were very few suppliers at the time.

There are 250 in the U.S. today, as opposed to 100 in 2002.


The problem I see is that for the sake of being "organic", some new players in the market are finding it cheaper to get their supplies from foreign countries, like Pakistan.


In the end, it comes down to this, essentially......


Even the most ardent advocates acknowledge that consumers will not buy organic clothing for its own sake. Style and price still rule. "The ultimate business model is no compromise," says Ms. Zaroff of Under The Canopy. "If you can give people fit and style and value, and also appeal to their values, it's not 'Why would I buy it?' It's 'Why wouldn't I buy it?' "

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