It's probably uncool to watch the CFDA / Vogue Fashion Fund as if it were a horse race, but let's be real - there's no aloofness woven into our Luella dress, just some earnest "omigosh" at the latest winner: It's eco-denim designer Rogan Gregory, who beat the running favorite Phillip Lim to the $200,000 prize. Gregory has a store in Tribeca and jeans that look like you wore them for five years of your life - straight. He only works with fair trade materials, and uses energy efficient techniques when making his clothes. Rogan claims Heath Ledger and Helena Christensen as major fans, and Bono as a spokesman - his wife, Ali Hewson, has another line with Gregory called Edun, which promotes environmental living and flowy sun dresses. But what gave Rogan the edge over lines like Marchesa, Vena Cava, and Erin Fetherston? Only Anna can tell for sure, but we bet the company's environmental edicts had a large part to do with the decision - after all, this is the year when Barneys decorates their windows with recycled paper, and even the Top Model bus is a hybrid. Phillip Lim won a $50,000 second-place prize from the fund, along with jewelry designer Philip Craingi.