Susan Woo's brand philosophy epitomizes modern fashion and is a blend of high design with both environmental and social consciousness. She launched her collection in fall of 2009 after developing a background with companies such as Louis Vuitton, Derek Lam, and Chanel.

While all of the fabrics used are 100% all-natural and sustainable and includes organic wool, cotton, and cashmere, they are also sourced from companies that have a strong environmental commitment.  Extra steps are taken to ensure that her everyday operations are environmentally conscious and as energy-efficient as possible.  Finally, she ensures that all of her garments are produced using fair labor practices.  Woo's mission is to show the most discerning fashionista that being "environmental" means creating the highest quality product.