Poplin shirt, $28; plaid shorts, $30; Vans, $42

• FYI:
  It takes eight to ten years to develop a new pesticide for cotton—at a cost of $100 million. (PDF)

What's cooler right now than being socially and financially conscious? Nothing. Which explains the buzz around Loomstate's Target collection. And the first, we should add, with goods for the guys. Being Earth Day and all, we caught up with founders Rogan Gregory and Scott Hahn, fresh off a carbon-offset flight from the line's LA launch party. "When they approached us, our first thought was how cool it'd be to offer a high quality organic product at an affordable price," says Gregory. And this isn't any old hippie cotton. Think breezy charmbray, French terry and drunken yarn dyed jersey, all organic and washed for softness. The collection (ranging from $18 to $45) has a laid back surf shack feel. "We wanted to express nature's golden ratio—a sense of balance in all these subtle differences," says Hahn. "That said, I really love the board shorts for their functionality."

Hoodie, $40; board shorts, $30; Ray-Bans, $140