Hessnatur

Founded in 1976, German-based clothing company Hessnatur began producing organic cotton apparel long before "green" was more than a color. And while the brand has been quietly selling key basics in natural and organic cashmere, cotton, and wool for decades, its reputation was anything but cool. (In fact, some considered the clothes to be a bit dowdy.) To freshen the label's look, it teamed up with fashion insider Miguel Androver in 2008. The designer now does a seasonal collection, which has proved successful editorially--and on the retail floor. Now Hessnatur has scored another fashion coup: Eviana Hartman, the girl who’s made green fashion cool through her Bodkin line, has collaborated with the brand for Fall 2010. She describes her new collection as more broad and less experimental than Bodkin. She wants her friends--and her mom’s friends=--to be able to wear these pieces.