nau - unusual business

I recently visited an excellent jazzy site nau.com. NAU refers to "welcome" in Maori tribe word (New Zealand). The site is colourful. They do apparel business differently. They make dresses with sustainable materials. They are challenging the existing paradigm of dressing and seems to do well. They are partnered with many society or environment oriented organization. They say that thay do unusual business. They share some percentage of their profits to non-profits.