clipped from online.wsj.com

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.

It's all about the product, but P.S., there is this story behind it," says Scott Leonard, Indigenous Designs' chief executive and co-founder.

These tactics and endurance highlight a sometimes overlooked truth in the fast-growing, much-ballyhooed green market: As much as consumers say they crave ecofriendly products, if those products don't look good, don't fit right, aren't durable or aren't priced competitively, then customers probably aren't going to buy them in droves.