USAS [United Students Against Sweatshops], as well as the Worker Rights Consortium (WRC)…have embraced Alta Gracia as a model that proves socially responsible clothing production is not only possible; it’s profitable…Alta Gracia is an unusual collaboration between labor rights advocates, student activists and Joe Bozich, CEO of Knights Apparel…Are consumers willing to look for the Alta Gracia union label?...If clothing companies can make profitable merchandise under humane conditions and sell it at competitive prices, it will challenge the basic race-to-the-bottom economics…[BJ&B, Nike, Reebok (part of adidas), adidas, Russell (part of Berkshire Hathaway), SweatX, Ben & Jerry’s (part of Unilever)]