A few weeks ago, I attended an eco-chic trunk show designed by Green Zebra and Del Forte Denim, hosted at the Wildlife Works retail store in San Francisco.

For once, it's not the must-have croc party clutch or a glittering python stiletto - this fashion cause is all about wildlife with a lowercase w.

Talking with the event coordinators, I learned that Wildlife Works uses proceeds from product sales to save endangered and threatened species around the world. Founded in San Francisco in 1997, the company was the first of its kind to develop a consumer brand that stands for wildlife conservation. They coined their approach as "Consumer Powered Conservation" and create quality sportswear - made from organic cotton, hemp, and other environmentally friendly materials - inspired by endangered species and their habitats.

Proceeds from these products have helped the company to build wildlife sanctuaries in Kenya, where they also operate an eco-factory that helps to maintain precious natural ecosystems. And Wildlife Work’s eco-factory provides locals with enough earnings to feed and educate their families so that they don’t have to turn to poaching for money.

Conclusion: fashion is far more fun when the animals are left to have their fun, too. In my not-so-humble opinion.

Image: Erwint