Ideo is the brainchild of former Lacoste (those ubiquitious alligators-on-polo-shirts) designer Antoinette Giorgi. 

By formulating a line around a solid base of shirts, Ideo has updated everything with an "ecofunky vibration". Gone are the alligator insignias, having made way for darling details on the 100% organic cotton, fair trade line. The good vibrations don't stop with the clothing - Ideo has founded two organic cotton farming partnerships from which it receives all its raw materials.

In India, an 800-family farming conglomerate receives a 15% bonus over the sales of their cotton for agreeing to go organic. In Peru, 30 families in the Andes cultivate cotton traditionally and pesticide-free, perpetuating their native culture and harmony with the land.

Ideo's focus on cotton addresses the fact that cotton crops remain a leading source of pesticides among all the world's textiles.