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This case study describes the founding and early operational challenges of Deja, Inc., an environmental footwear company established by Julie Lewis. The company aimed to create a sustainable business model by producing shoes from recycled materials, such as pre-consumer disposable diaper waste and plastic bottles, while targeting environmentally conscious consumers in the casual footwear market.

This case study examines Esprit de Corp's efforts to integrate environmental sustainability into its business model through the creation of 'Ecollection,' a specialized women's clothing line. It details the company's transition from a high-growth 1980s fashion brand to one attempting to balance profitability with social and environmental responsibility, highlighting the technical and financial challenges of organic textile production and the complexities of marketing 'green' products to skeptical consumers.