Organic fashions may be the next merchandise trend to watch, and Under the Canopy is at the leading edge

By Reported Donna Loyle

Since its inception in 1996, UTC has designed and sold organic apparel to top fashion models, renowned artists and celebrities. But Zaroff’s mission isn’t simply to clothe the rich and beautiful. Rather, she wants to capture the fashion-forward segment of what’s called the LOHAS market, or those concerned with “Lifestyles of Health and Sustainability.” The Natural Marketing Institute claims the LOHAS demographic is comprised of 68 million people, or 32 percent of the population. These individuals, aware of environmental, health and wellness issues, buy organic foods, recycle and may practice yoga. And they prefer to support companies that are socially responsible and don’t pollute the planet.