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Indigenous Designs Featured Tuesday in Wall Street Journal and on CNBC

Fair trade organic apparel company lands spot in Wall Street Journal feature article and CNBC segment Tuesday

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Client contact: Jeff Jacobs – (415) 623-8081;
Agency contact: Holly Padove/Emily Frydendal – (805) 773-1000 –

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To view the CNBC clip – please go to:

Indigenous Designs Featured Today in Wall Street Journal and on CNBC
Maker of Organic Fair Trade Apparel Puts Fashion First

SANTA ROSA, CA (July 17, 2007) – Indigenous Designs, a Santa Rosa, CA-based apparel company that has been pioneering organic, fair trade fashion since 1994, was prominently featured in Tuesday’s Wall Street Journal and on CNBC – and not just for its socially conscious practices, but for its recent success with mainstream retail giants and commitment to putting fashion first.

In the Wall Street Journal article, which ran in the Marketplace section of the Tuesday, July 17 edition, reporter Gwendolyn Bounds highlights Indigenous’ unique approach to introducing green apparel to the mainstream market, which involves selling retailers on the product first and then unveiling the amazing story of Indigenous’ strides in all-natural fibers and fair trade, artisan craftsmanship. Through subtly presenting its message, the company has increased the number of stores carrying its apparel by 75% in the past 18 months – including retail chain stores such as Dillard’s, REI, and Whole Foods (Indigenous is the high-end grocer’s top clothing provider), along with premium niche boutiques and resort shops.

“As much as we love to promote the green lifestyle and our commitment to using fair trade labor, we know that the consumer is ultimately seeking something stylish, and that’s crucial to the longevity of the brand,” said CEO Scott Leonard. “You can’t have much of an appreciation for the ‘green’ properties of a product if you don’t even notice it hanging in the store. We design our pieces with that in mind.”

Despite that strategy, the Wall Street Journal also emphasizes the fact that Indigenous remains a green proponent through and through, running its Santa Rosa headquarters on solar energy and initiating programs that help other companies take similar action.

“Having been one of the authentic pioneers in the “green fashion” space for over 12 years, we’ve seen what works and what doesn’t in terms of making that consumer connection and expanding the market for socially responsible products,” Leonard says. “Preaching the message can only get you so far. In the end, you’ve got to want the trend right product in your closet, regardless of what the hangtag might say.”

Indigenous is located at 2250 Apollo Way, Suite 400, Santa Rosa, CA; Phone: (707) 571-7811. For more information, please visit Indigenous Designs website at For samples, images or more information, editorial media may contact On the Horizon Communications at (805) 773-1000 or at