Yeah, I caught a glimpse. They’re riding that hype wave by crowning every stitch with a story—like each fabric is a manifesto. But honestly, the real trick is the transparency. They keep a live ledger of where the fibers come from, and they’re paying a bonus to the local artisans who actually grow the cotton. It feels more like a rally than a runway, which is exactly what we need to keep the movement alive. Still, we’ll have to watch if the hype ever eclipses the ethics. Keep your eyes peeled, it’s a test of true sustainability.