Styling the world of change, changing the world of style, coolnotcruel caters to the urban chic, fashion conscious, socially and environmentally responsible consumer. Our dedication to environmental responsibility begins with the materials used in our clothing and accessories: certified organic cotton, undyed Alpaca wool, silk, hemp, Tencel. Skilled craftspeople in the United States and abroad use these materials to make high quality clothing and accessories. We believe labor should be valued. Our Alpaca wool collection is hand-loomed by Indigenous Aymara women in a workshop in Bolivia. By supporting the craftsmanship of independent artisans in developing economies, we are providing a positive alternative to the all-too-common abuse of workers associated with sweatshops. Equal to our passion for positive change is our passion for style. Classics with a conscience, coolnotcruel not only fits into a healthy lifestyle, but also satisfies the desire for style in life.

As the Founder, President and Creative Director of coolnotcruel, Sara Cross has built a widely recognized brand and developed highly respected expertise covering all areas of socially and environmentally responsible fashion. coolnotcruel has appeared in Paper, W, TimeOut NY, Women's Wear Daily, USA Today, Organic Style, Body and Soul, Plenty, and on CBS, ABC, Bravo Network and NBC's Today Show. Sara is also the creator of the authoritease brand of empowering t-shirts for women. As a speaker, Sara has introduced environmentally conscious fashion to such diverse groups as Harvard Business School and Green Festival. Sara's experience as a filmmaker and writer contribute to her ability to engage audiences using various media. As the ecofashionista, Sara concentrates her efforts on advancing mainstream awareness for such issues as: organic fiber, fair trade, conscious consumer choices, and the relationship between personal values and personal style. Sara earned her Masters degree at Oxford University (Mansfield College) and her BA at Columbia University in New York.