GreenRow
Launched in 2023, GreenRow is the newest brand to join the Williams-Sonoma, Inc. family. With a focus on timelessness, care, and longevity, GreenRow products support multiple social and environmental initiatives, from handwoven rugs certified to the Responsible Wool Standard (RWS) to sofas made with recycled cotton slipcovers and Forest Stewardship Council® (FSC®) certified wood frames. We collaborated with the GreenRow team from the beginning, giving the brand a name, creating the brand concept, and determining the values that would guide design and production. Our strategy started with a simple promise: Sustainably sourced. Designed to last. Those words became GreenRow’s tagline. In the lead-up to launch, we coordinated with NGOs and certifying partners to ensure that products met one or more of GreenRow’s social and environmental initiatives, and we organized information down to the product level. We wrote the inaugural catalog, all of the copy on the website, and the brand values and standards. This project was a joy, bringing together Clearer Collective’s expertise in sustainability strategy, naming, brand voice, messaging, editing, and copywriting. When GreenRow launched, the press declared it “a stunning new brand focused on sustainability,” while noting “GreenRow really lives up to its promises.”