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Reno, NV 89509
United States

We started on Maui, the Valley Isle, bringing the aloha spirit of harmony between people and nature into our women's clothing made for beach, town, and travels near and far. Feel the difference of heritage textiles, natural materials, and exotic touch of far-off destinations.

Blog

Beyond the Brand, the Values

Amy DeCew

sfsfwi runway show Lily of Valley Isle

What goes into a clothing brand beyond the final look? Long before the product gets presented, our creative process starts with what we believe in.

Health and well-being is a primary focus in our own lives. That's why we've chosen organic fabrics and nontoxic dyes, which help reduce the number of pesticides and chemicals used in the garment industry, making for healthier soil and cleaner water sources. But we don't stop there. Women's education and empowerment has been shown to be one of the most successful ways to combat poverty and create opportunity for the next generation. That's why we work with facilities that follow fair trade standards and offer community outreach with additional employment training for at-risk women seeking jobs to support their families.

By making conscious choices in how our items are produced, we increase the focus on health from both an environmental perspective and an individual perspective. We make what we believe in an integral part of how our items are made.

For a fantastic definition of some of the concepts and practices involved behind the scenes, this article on ethical and sustainable fashion from FashionHedge provides a guide, with comments and explanations from industry experts.