NY Fashion Week: Miguel Adrover Unveils hessnatur Eco-Tee at Whole Foods (Video)


Fashion icon and hessnatur Creative Director Miguel Adrover at Whole Foods Market. Credit Emma Grady
Hessnatur kicked off New York Fashion Week Wednesday, September 9, 2009 at Whole Foods Market Tribeca with the launch of their "World in your hand" organic cotton tee -- on sale for $20 in Whole Foods Market stores nationwide -- with proceeds to benefit the hessnatur scholarship fund at the Grameen Shikkha Project in Bangladesh which works to eradicate poverty through education. Click through for event highlights and to view my video chat with fashion icon and hessnatur Creative Director Miguel Adrover and hessnatur CEO Wolf Luedge. Whole Foods Local Fare
Whole Foods Market hosted the event at their Tribeca location in New York City and provided the best of their local fare; from tasty treats to scrumptious salads. My favorite foods of the night -- mainly the dessert samplings -- were the kosher and gluten-free toffee by Azure Chocolat -- described as "candy crack" by Owner Heather Foley -- and festive pumpkin tarts by Daphne -- free of trans fats. To offset my sugar high I enjoyed a hearty helping of Chef Roda's fresh mozzorella salad with gluten-free and low sodium Balsamic Fusions dressing served with bambu's bamboo cutlery. At the end of the night I didn't leave empty handed -- guests received the "World in Your Hand" eco-tee in an organic cotton tote by hessnatur and Whole Foods Market.

Fashion icon Miguel Adrover on hessnatur's Eco-Tee

Miguel Adrover speaks to how press often ask why he came to New York Fashion week just to show an eco-tee. Adrover says "if everybody in the fashion world would show one like this tee -- it would be a better place." Adrover mentions the millions of pesticides in producing the 2.4 billion tees produced globally each year -- which use 1/3 pound of pesticides and fertilizers. CEO and Managing Director at hessnatur Wolf Luedge hopes to bring awareness and "highlight the life-cycle of a tee and show the positive impact changing just one organic shirt can have on the world". Hear from Wolf below.

hessnatur CEO Wolf Luedge on The Grameen Project and the Carbon Footprint

Wolf Luedge speaks to the Grameen Project's efforts in helping the poorest of the poor care for their own lives by providing them with work and paying them fairly. The hope -- with the tee and the project -- is to highlight social responsibility for workers producing textiles. When I asked how the cotton gets from farm to factory -- Wolf states that the carbon footprint has been reduced substantially through organic farming, cultivation, and in the production of the tee. And while shipping is a major player in increasing the product's carbon footprint -- from West Africa to Bangladesh and in distribution to various Whole Foods locations around the globe -- I applaud hessnatur's efforts in social responsibility, creating better working conditions, paying fair wages, their scholarship program for workers' families, and for the overall message of the tee - the "World [is] in your hands".

Not Just Another Eco-Tee

Grameen womens tee hessnatur image

Miguel Adrover's "World in your hand" organic cotton tee. Credit hessnatur

The "World in Your Hand" tee retails at $20 -- with 15% of sales proceeds going directly to the hessnatur scholarship fund at the Grameen Shikkha Project in Bangladesh -- and is made with organic cotton sourced from the hessnatur project in Burkina Faso, West Africa. The fabric is dyed at Grameen Knitwear with Global Organic Textile Standard (GOTS) certified dyes.

If you haven't already, vote for your favorite design in Planet Green and hessnatur's eco-tee challenge.

Correction: A former version of this post stated 50% of sales proceeds would be donated to the scholarship fund.
More on hessnatur
Hessnatur to Kick Off NY Fashion Week with "World in your Hand" Tee Launch Party at Whole Foods
Take Planet Green and hessnatur's Eco T-shirt Design Challenge!
Preview Hessnatur by Miguel Adrover's Spring 2009 Collection
NY Fashion Week: Bjork Would Love Hessnatur by Miguel Adrover
Top 10 Buyers of Organic Cotton (You Won't Believe Who's No. 1
Hessnatur Organic Fashion Coming to America

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