Its just-launched e-shop sells direct-to-consumer, bypassing mass retailers that pass markups on to customers. You can score organic-cotton tees starting at just $15 and a range of tanks, blouses, and poplin shirts for under $100. The label is also aligned with not-for-profit Evidence Action, which works to decontaminate drinking water in Kenya and Uganda; every purchase you make contributes 12 gallons of safe drinking water. Now, that's a message (and a price point) worth supporting.