Be careful before you wear the clothes of a niche brand

20 Jun 2009 - We know the different between mainstream companies and ethical niche companies, don't we? Mainstream companies service mainstream consumers. They sell on quality, price, cool, sex or rock n' roll. They try not to be unethical, because unethical is not cool. Niche brands however sometimes sell on ethical. They may be quirky, humorous and fun, but most of all they are ethical. If you...