But what happens as the demand for eco-friendly clothing grows? National sales of organic cotton–versatile, affordable and breathable—soared from $86 million in 2001 to $275 million in 2005, and double that figure for global sales (as reported by Organic Exchange). Such growth is due partly to major manufacturers and retailers which have been attempting to provide eco-friendly fashion to the general public. Some companies, however, use a blend of eco-friendly fibers and pesticide-grown fibers. The marketing companies sometimes paint products to be more green than they are. Other companies have simply dyed fabric green, or even offered green colored bracelets as “green fashion”. Deceptive marketing intended to align a major company with the eco-friendly movement is called “green washing”, and has become more prevelant as the demand for eco-friendly clothing has grown. “Green Washing” makes it hard for the average consumer to know what products to buy to truly benefit the environment.  At The White Pebble, however, we carefully screen our suppliers the ensure our products - be they bamboo clothing, hemp clothing, or organic cotton clothing - are made with certified organic and sustainable materials. Shopping at The White Pebble makes eco-fashion easy. You can shop with confidence knowing we offer eco-friendly clothing and that we won’t participate in “green washing”. We also like to think that our clothes make more of an individual statement in their style, so you’ll feel as good about your clothes as you look in them.

What sets eco-friendly fashion apart from conventionally produced garments is the environmental, ethical and even social considerations weaved into the design of each piece. It can be as simple as using a sustainable fabric like organic cotton and donating proceeds to an earth-friendly charity, or as extensive as providing ethical employment to offshore factory workers. Across the entire fashion spectrum, from accessories to haute couture, designers are finding ways to incorporate their green lifestyles into their work. At The White Pebble we go the extra step so that you can be assured that everything we sell meets the highest standards not only for organic materials, but also for ethically produced eco-friendly clothing.

Ultimately eco-friendly fashion shouldn’t be about following clever marketing trends. At The White Pebble, eco-friendly fashion is about recognizing the environmental costs involved in every decision and finding innovative ways to minimize that impact and help consumers make easier green choices.

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For women there are two eco clothing made-in-the-U.S. t-shirt options;

1. Feel Good - Organic cotton that looks as good as it feels.

2. Think About It - Present - An eco friendly t-shirt that’s also eco-fashionable in a rich ocean blue that reminds us of the freedoms we have in the present, due to the actions of this countries founders.

For infants and toddlers there are two eco clothing made-in-the-U.S. t-shirt options;

1. Feel Good - Organic cotton that looks as good as it feels.

2. Think About It - Future - A reminder that we need to think about preserving the rights and freedoms we enjoy for future generations.

For men we have three great made-in-the-U.S. t-shirt options;

1. Feel Good - A great natural colored tee that not only feels good to wear, but feels good to buy.

2. Roots - A T-shirt in a rich mocha color designed to make us think of our roots, and what better time of year than to remember the founding roots of our great country.

3. Think About It - Present - An organic cotton tee that reminds us to be conscious of all our actions.

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Organic Clothing Eco Friendly Fashion Interview with The White Pebble on Fox’s San Diego Living:

Renee Kohn: Hey, welcome back, happy Thursday. You know, these days it’s pretty trendy to go green, but new light bulbs and recycle bins, won’t keep you in style. According to Erin Mikael you have to be seen in green.

Erin Mikael: That’s right Renee, it is possible to find eco-friendly clothes without looking like a fashion victim. All you have to do is shift the way you shop.

Jeremy Whisnant: People are careful these days about what they put in to their bodies. They should also be careful about what they put on their bodies.

Erin Mikael: A San Diego company called The White Pebble is making it easy to find Eco Friendly Fashion for the whole family.

Jeremy Whisnant: You don’t have to sift through rack and racks of different kinds of clothes in the hopes that you might find something organic. We created a trusted brand for you to do that kind of shopping.

Erin Mikael: No matter where you shop, take a close look at the labels. If you want to dress eco chic, look for natural fabrics, like bamboo, hemp, organic cotton or soy.

Jeremy Whisnant: What’s best is to shop at a place that’s focused on 100% on providing those kind of materials. It eliminates the guesswork.

Erin Mikael: And if you think your passion for the planet could hurt your passion for fashion, think again. Your style choices are not limited to earth tones.

Jeremy Whisnant: Those aren’t the only options. We have many colors to choose from. We’re very careful to select clothes that are useful in everyday walks of life. You can wear them to work. You can wear them out on a date. You can wear them out on the town. I’m wearing them now. I like to think I look pretty good.

Erin Mikael: And The White Pebble is based right here in San Diego. Orders placed on their website before 2pm ship on the same day so you can get your eco outfit in a big hurry.

Renee Kohn: Erin, I have to say that what you have on is incredibly cute and it’s all organic.

Erin Mikael: It is. This is half bamboo and half organic cotton. Pretty cute, right.

Renee Kohn: Absolutely cute. And all of these clothes are from stores right here in San Diego.

Erin Mikael: Yes, the first few are from The White Pebble which we just showed you in the story. Now this top is made with organic cotton and bamboo as well. You would think it’d be rough, but it’s nice and soft.

Renee Kohn: Very soft. I am super picky on any kind of fabrics that are itchy. And this is not.

Erin Mikael: It’s really durable. And they tell me that it washes just like regular clothes. You don’t have to treat is specially. It lasts a lot longer because actually bamboo is so strong. So that one works. I like this dress also. This is 100% organic cotton.

Renee Kohn: Nice in the summer time.

Erin Mikael: Nice and comfy for the weekend. A little picnic dress. And Renee I brought the blue one for you because this looks like a date dress.

Renee Kohn: Oh, how you doing?

Erin Mikael: Yea. And believe it or not, this is made out of soy.

Renee Kohn: Really?

Erin Mikael: Yea. Another strong durable fabric. Nice and soft. You don’t have to feel like a hippie or a tree hugger. Or anything like that.

Renee Kohn: Hey, I went to University of Colorado Boulder so I can pull all that off. Okay, maybe we should save the best for last. These are really really cool.

Erin Mikael: Yea, this is another San Diego company that I found. This is a mother daughter team and they created a shop called Positive Energy. They like to call it awareness apparel. And what they do is they sort of draw your attention to the issue with a word, like ‘used’, this is a men’s t-shirt, and then you flip it on the back, and you get all kinds of information about recycling.

Renee Kohn: Wonderful.

Erin Mikael: And then the same here. This is a children’s t-shirt, ‘dangerous’. I think about dangerous household products. So you flip it over and you get all kind of details about that.

Renee Kohn: Wonderful.

Erin Mikael: And then again these are 100% organic cotton. They’re printed with earth friendly inks, water based inks. So nothing dangerous in these. And this leads us to our favorite of the day.

Renee Kohn: I have some nieces and nephews that use this one.

Erin Mikael: If your baby gets a little dirty, this is the one for you. This is about air pollution. They just came up with a really creative way to get people thinking about the environment.

Renee Kohn: And I like how the writing is on the bottom. So they’ll read it where the touché is. I love it.

Erin Mikael: So both San Diego companies. They’re getting it done right here locally. You can find eco friendly clothes that still let you look cute.

Renee Kohn: Erin, thanks so much for bringing us awareness about that. And love your outfit. Bamboo and organic cotton.

Erin Mikael: Organic cotton. I’m a convert.

Renee Kohn: Alright. Testament to that. Thanks so much Erin.

Erin Mikael: You bet.

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Get the details on eco friendly fashion and organic clothing - read the transcript of this great interview!

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The following tips will help you decrease your environmental impact, lower your costs, and ensure that your clothes stay comfortable and healthy for your family:

1. Think about your Water
Many people spend hundreds, if not thousands of dollars a year making certain the water they drink is safe and healthy, so why not the water we wash with? This question is especially important to consider when you buy environmentally friendly apparel from stores like The White Pebble. Remember, cotton and other natural fabrics are designed by nature to absorb. They can, and do, absorb chemical pollutants from your tap water. Installing a filter on the water line to your washer may also do wonders for your skin and your health.

2. Check your Detergent
Another factor to consider when caring for your eco-friendly fashions from The White Pebble is your cleaning agent. The right detergent will not only be good for the environment and your skin, it will also help your clothes last longer. Use the smallest amount of detergent you can, so that it washes completely away. There are now many environmentally friendly detergent choices on the market that clean your clothes well, smell great, and are healthier for your skin.

3. Watch the Temperature
Laundering and drying temperature not only affect how much energy is used to clean your clothes, but it can also affect the chemical reactions that occur. Heat is a catalyst for chemical reactions between fibers, dyes, finishes, and detergent. For that reason, garments washed in cold water and dried with low heat or on a line will generally last longer and stay softer on your skin. You will also save money by not needing to heat as much water.

4. Efficient Washing
New washers and dryers offer many options for saving money and reducing your impact. Front loading washers require 1/3 to 1/2 the amount of water of conventional washers and are considered gentler on your clothes. Newer machines also tend to have larger capacity, so you can do fewer loads. Many front loading washing machines have an extra strong spin cycle so your clothes come out more dry - requiring less time in a dryer (or better yet, on a line).

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Think you’ve been hearing more about allergies lately? It’s no illusion; the overall incidence – whether of the classic runny-nose, itchy eyes rhinitis kind or of food allergies – having risen significantly in the past 30 years; with reliable asthma studies showing at least a 100 percent increase in the prevalence of asthma (an allergy-related disease). ¹

The rise in asthma and other allergies appears to be particularly high in such industrialized countries as England, Canada, Greenland, New Zealand, Australia, Denmark, and the United States. The main hypothesis for this is due to the increasing prevalence in industrialized countries of increased airborne pollutants, rising levels of indoor allergens due to tighter construction methods and poor ventilation.

The rise in pollutants, airborne and otherwise in our lives makes it that much more important to pay attention to the products in our homes and on our bodies. At The White Pebble we like to think of hypoallergenic as a side benefit of holistic, naturally fabricated products rather than as a feature to promote. When you choose to buy organic products, you have opted to keep allergy-causing chemicals out of your home; resulting in a more hypoallergenic lifestyle. In that way, we are touting the additional, and possibly overlooked, benefits of organic products.

The following suggestions can help you make your life more hypoallergenic:

* Reduce surfaces that can harbor dust and mold by eliminating carpets and fabric curtains; substitute stone or wood flooring and consider wooden blinds.

* Use a dehumidifier in your home to reduce or eliminate mold. When combined with the proper air filter, your dehumidifier will also reduce dust and pollen throughout your house. Consider air filters with HEPA and/or electrostatic filters to capture fine particles. Your home will also smell fresh and clean.

* For your bedding, use special, preferably organic fabric encasements on your mattress and pillows that can reduce or eliminate dust mite problems (one of the biggest “hidden” causes of allergies for people, and one of the most simple to abate).

* Since your skin is the largest and most absorbent organ in your body it’s very important to pay attention to what you put next to it. Start by choosing natural fabrics for your bedding and clothes, and remember that when you can also choose organically grown fabrics you’ve eliminated one more “layer” of potential allergens and irritants.

* Look for simple-to-install filters for your shower and washing machine that can remove chlorine and other harmful chemicals in your water. Also use environmentally friendly detergents as these tend to also be more hypoallergenic than chemical cleaners.

* Watch out for the health of infants and young children. Whenever possible, buy bedding and clothes made of organically-grown fabrics, like the ones available at The White Pebble (www.thewhitepebble.com).

* Be more aware of what you eat, especially if you have food allergies. We can all live more healthier lives by eating locally produced, organic foods.

* There are now even some options when traveling as some Hilton, Marriott, and Millenium hotels now offer hypoallergenic rooms at some of their properties and are planning on offering more as demand warrants. Depending on the property this can be anything from special encasements on mattresses and pillows to special environmentally friendly low VOC cleaning products to completely re-designed rooms.

* While pet choices are often limited for people with allergies, remember that dogs such as Poodles, Portuguese Water Dogs, Bichon Frise, and Wheaten Terriers are all known shed minimally and produce and little or no “dander.”

It is important to be informed about what you can do to minimize pollutants and allergens around you and your family. As an informed person, take care to understand the differences between various products and their touted benefits.

1.Dr. Robert Wood http://drrobertwood.com/food-allergy-epidemic.shtml

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The reason it seems like many companies try to gouge customers isn’t so much that it is true they are trying to get you. The problem is that shippers don’t give small or medium sized companies very good rates. When you order a one pound item that ships from Florida to Washington and you are charged $10 or $11, it is because the company you ordered from is being charged $8 or $9 (hint: a great way to save money is to have your orders shipped to you at work). Most companies’ decision makers are programmed to believe that money must be made on shipping, so the rates are padded to cover handling costs.

We decided to do things a little differently. As a smaller company, The White Pebble does not get the best rates from UPS. Instead of marking rates up, though, we mark them down – that’s right – The White Pebble actually loses money on shipping. Some folks would say that practice isn’t very smart, but we’re more concerned with removing any and all barriers between you and great organic fashion. For some, it is already somewhat difficult to make a connection between health and clothing. If making shipping charges cheaper helps bring them around, The White Pebble is willing to lose a couple of dollars to promote individual, social and environmental health.

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Nolana and I have been buying organic foods for a long time, and we started to search for other products made with health, quality and the environment in mind. In our research, we discovered that cotton is one of the most widely produced crops in the world and is typically treated with a significant amount of chemicals. We also found that buying clothing made with organic or sustainable materials can be confusing. We started The White Pebble to educate the public and to provide a convenient, quality shopping experience for people who are interested in buying organic clothes they can wear for work, school and play.

What does The White Pebble mean? How did you pick the name?

We discovered an Eastern belief that we collect and carry with us black or white pebbles based on the choices we make throughout life. Our collection of pebbles symbolizes the quality of our choices and the legacy we leave. Black pebbles indicate self-focused, irresponsible decisions while white pebbles represent a life of sound, ethical choices. The White Pebble was founded to offer an ethical choice for everyday fashion.

Why do you believe organic clothing is as important for health as organic food? How are the two linked?

Because your skin is your largest and most porous organ in your body, we believe care should be exercised when deciding what to put up against it. The chemicals used to grow traditionally processed cotton are known carcinogens and pollute our soil, air and waterways. Since cotton crops are usually rotated with other crops to maintain basic soil quality, and peanuts are one of the most common crops to rotate, so traditionally grown peanuts are starting in fields already doused in chemicals. So organic cotton fields also mean organic produce fields.

What is the impact of traditionally-made clothes?

It takes 1/3 a pound of chemicals to product the one pound of traditional cotton needed to make a single tee shirt. Also, cotton seed is used in other food products we consume as well as in feed for livestock that produce a variety of product we eat. There are around 50 billion pounds of cotton harvested annually, which means that there were nearly 17 billion pounds of chemicals used for cotton alone in 2007, minus the .03% of crops that are certified organic. Buying organic cotton helps stimulate demand for removing chemicals from the entire process and the result will be an increase in production from farmers around the world.

What makes the tee shirts you make and offer different and significant?

We found that there are many 100% organic cotton tee shirts available, but nearly all of them are printed on with traditional, toxic screen printing inks. We searched for quite some time and finally found a local, San Diego company that uses environmentally-friendly, non-toxic inks and cleaners. The White Pebble’s proprietary Think-About-It-Tee collection holds a great message for us to be live in the present while being mindful of the future. It also makes a great, matching parent-child set.

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non-allergy producing. A term applied to a preparation in which every possible care has been taken in formulation and production to ensure minimum instance of allergic reactions.
(Blakiston’s Medical Dictionary)

Like its definition, the term hypoallergenic is commonly used in reference to a decreased tendency to provoke an allergic reaction. The term non-allergenic is different in that it’s defined as having no tendency to provoke an allergic reaction. It is not actually possible to assert that any product is truly non-allergenic - somebody somewhere may have a reaction. As an informed person, take care to notice the difference when reading the benefits of various products.

The word hypoallergenic first appeared as far back as the 1950’s and has been used in sales pitches for everything from hand cream to jewelry to watch straps,. When consumers are quizzed about the meaning, they have a pretty good idea of what it’s supposed to be; the product shouldn’t irritate their skin or their allergies.

Recently, hotels have jumped on the hypoallergenic bandwagon by providing rooms that go that extra step towards cleanliness, and therefore hopefully being more hypoallergenic. In fact, while it is a boon for people with allergies, the concept isn’t aimed just at the allergic, but also at guests who may worry about who was there before them. These hotels offer everything from encasements for the mattress and pillows to special air filters and a commitment to natural fabrics and special natural cleaners.

Despite all the reassurances and claims that companies give us about their products in terms of allergy reactivity, nothing is 100% guaranteed to be non-reactive. There are companies like Allergy Buyers Club which test and carry a wide variety of products designed to help minimize pollutants and allergens in the home. During some of their research, they found that bedding can be highly problematic because the fabric of the sheets and pillowcases are next to your skin all night. This finding coincides with one of the reasons Jeremy and Nolana Whisnant founded The White Pebble; the skin is the largest and most absorbent organ in the human body, and care should be exercised when deciding what to put up against it. This concern is particularly relevant for young children and infants. Studies have shown that the pesticides and herbicides used to produce cotton, for example, contain carcinogens and allergy-causing agents. That’s why The White Pebble only sources from companies that work with organic fabrics - healthier living starts with what’s next to your skin.

Companies like The White Pebble provide products that are made with organic and sustainable fabrics, dyed with low-impact or natural processes, and feel good. The materials contain no harmful chemicals and offer the choice for healthy daily living while creating a healthy and positive impact on our environment. This means The White Pebble’s clothes are hypoallergenic. Due to the ambiguity of the term hypoallergenic, The White Pebble is careful how this important factor is used in its promotions. Hypoallergenic is thought of more as a side benefit of the holistic, naturally fabricated manufacturing process rather than an item in and of itself.

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Lose the Hippie Look and go Eco-chic with The White Pebble

Cynthia Lewis / 994 Magazine

Most know that buying locally grown, organic food is best for the earth and beneficial to the body. Yet what one wears on the outside may be just as important as what he or she puts on the inside. Now even shopaholics can make green-conscious decisions when scoping stores and sites for new threads. The new San Diego-based online store, The White Pebble, sells everyday wear for women, men, and babies using eco-friendly materials, and also incorporating an environmentally friendly production process.

Jeremy Whisnant, 33, and wife Nolana, 31 considered themselves to be green-conscious consumers when they wed in 2005. They practiced composting and organic gardening, bought chemical-free house cleaning products and brought reusable bags to the grocery store. However, when they wanted to start buying organic and natural material clothing, they couldn’t seem to find attire that suited their style. They felt the options were fairly limited to “hippie stuff” and hemp-woven ponchos, so they had the idea to launch a Web site where they could sell fashionable, green clothes as well as create their own brand of environmental wear. Thus, The White Pebble was born.

“[One's] clothing style equals identity so it’s hard to convince people why they should wear clothes that benefit the environment,” Jeremy says.

Aside from having cute clothing options like a charcoal grey, knee-length fairy skirt ($63), high-rise denim jeans ($130) and super-soft, 100-percent organic cotton tees, The White Pebble carries a large selection of hip baby clothes and toys for parents who want to protect the sensitive skin of their little ones, but still have them look stylish and hip. The company uses natural, toxic-free ink on its tees and outsources to a screen-printing service that operates machinery off solar power. The couple also makes sure all clothing tags and shipping boxes are made from recycled material.

The White Pebble is also concerned with ethical business practice concerning workers. All vendors are certified under Fair Trade, which means all the employees who contribute to the creation of the products are paid a livable wage and are of legal age to work in the factories. The company is also protected from the industrial chemical exposure that kills many factory workers a year.

The Whisnants believe that as people increasingly demand organic clothing, farmers will grow more chemical-free raw materials that will contribute to making the planet a better place to live. “My individual perspective is that we’re living in a time when it’s important to do things to help the environment,” Jeremy says. “I also believe you have to make it easy for consumers to make that choice.”

Master the eco-chic look at www.thewhitepebble.com

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