Cutter & Buck Introduces Organic Cotton Line

"What a difference three years makes.

In 2005, Seattle sportswear company Cutter & Buck introduced organic cotton shirts with a hang tag detailing its commitment to environmental sustainability — and a retail price $4 to $5 above regular cotton shirts.

The market's response? "Disappointing," says Cutter CEO Ernie Johnson. "We probably were a little ahead of market demand at the time."

Now, Cutter is giving organic cotton another chance in the firm belief that consumer interest has come a long way since 2005.

The company's sales force began showing a new line of organic cotton shirts last month to retailers throughout the U.S., and this time, says vice president of sales Brian Thompson, the reaction has been "very positive."

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