A new site hopes to convince skeptical fashionistas that there is more to ‘eco-fashion’ than organic T-shirts while simultaneously trying to convince hardcore environmentalists that they need to focus their eco attention on the clothes they wear on their back.

After recently launching a New York version of her considerate-design website Inhabitat, Jill Fehrenbacher has turned her attention to fashion with the launch of Ecouterre in reaction to the poor job she thought fashion was doing around green. With her new site she hopes to convince skeptical fashionistas that there is more to ‘eco-fashion’ than organic T-shirts while simultaneously trying to convince hardcore environmentalists that they need to focus their eco attention on the clothes they wear on their back. Jill told PSFK:

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