Earth AWear wanted to challenge the idea that green clothing has to be dull and old-fashioned. The clothes and acceessories it sells are as fashionable as any other designer label.
The company has been tremendously successful in getting its message across, raising the profile of eco-clothing and the environmental aspects of the textile industry in Denmark. As a result of media coverage, other retailers now stock products from the range. Financially it has not been easy, but Earth AWear has survived and is developing an internet business. Nick Paxevanos now runs his own consultancy to develop green commerce.