With attention to global warming and Al Gore winning the Nobel Prize we have to pay close attention to how this movement is affecting fashion.  Fashion as we know is what is current.  And going green or “botanic” or environmental is clearly fashion.  In fact every time we see the “eco” prefix we get a knee jerk reaction with our company and brand name (yes we have looked into the legal side of this as well).  The good news is Echo has goes deeper than fashion here.  We have been innovating with yarns for years and have been associated with natural fibers and sustainable natural fibers for as long as we can remember.  Working with silk and wool doesn’t stop us from exploring what is new and wonderful.  This year we launched a modal acrylic blend, called Msoft, in coldweather.  Modal (http://en.wikipedia.org/wiki/Modal_%28textile%29) is a natural high quality fiber derived partly from beechwood.  It brings with it wonderful soft properties and takes color beautifully. 
We have also worked hard to knit and weave bamboo in wraps, scarfs and loungewear.  Bamboo is one of the fastest growing evergreen plants known.  And they return perennially year after year. 
Most people don’t know that during WWII we had to stop using silk.  The government mandated this, as they needed all the silk they could get their hands on for parachute cloth (yes, the name parachute silk).  During those years we printed on  rayon or even nylon instead.  So we are used to going with the times, always trying to do our best.
So go Al.  We are with you all the way.  - SDR