Wholefoods to Start Selling Organic Clothing

52782_757.fpx.jpgMarci Zaroff, founder “Under the Canopy,” an online retailer of organic fiber fashion, says her company’s products will start selling at Whole Foods new megastore slated to open in February in Austin.

The collection will feature apparel for women, men, babies as well as home bedding products. After the initial regional rollout, Zaroff hopes to expand into Whole Foods stores nationwide.

According to Zaroff, all of the items are made from natural fibers such as cotton, hemp, linen, wool and even a few innovative fabrics such as bamboo and soy. “Soy is a fabric of the future. It actually has a very silky feel,” said Zaroff.

The important thing for consumers to know is that none of the fibers used in our products is sprayed with harmful pesticides, fungicides, herbicides and chemical fertilizers,” she added.

Ronnie Cummins, national director of the consumer advocate group Organic Consumers Association (OCA), said Whole Foods’ foray into natural clothing could help propel the organic concept into mainstream America.

“Organic clothing today is a very small niche,” said Cummins. “The exposure that a big chain like Whole Foods brings will certainly help.”

In fiscal 2003, Whole Foods took in total sales of $3.1 billion. The company operates 163 stores in the United States, Canada, and the United Kingdom.

“Under the Canopy” organic clothing and footwear includes apparel (such as the green halter dress) made entirely from soy.

Zaroff said she’s interested in expanding her products to major spa chains nationwide. Major deals could also be in the works with some of the nation’s biggest department store chains such as Macy’s, Bloomingdales and upscale retailer Nordstrom.


  1. says

    At first my reason for searching out organic cotton was medical.

    At only a few weeks old my son developed severe eczema and his pediatrician suggested organic cotton as an alternative to the harsh steroidal creams they wanted to put him on.

    The search for organic clothing was not easy, and just plain expensive, but I knew his baby skin could not take the harsh chemicals used in regular textiles.

    The more research I did, the more I knew our entire family needed to make a change, for us and the planet. That was when I founded Peaceful Disorder, and since it is a family adventure, the prices are very reasonable. ($12-$30)

    You will probably see the same products in your local boutique for twice as much, I know I did. But best of all, after about 6 months of wearing organic, our baby has no sign of eczema.

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