Most of the ethical-themed alternatives to a mass-market product don't seem to succeed at displacing the mass-market Agreed, this is the big prize, and Patagon

Most of the ethical-themed alternatives to a mass-market product don't seem to succeed at displacing the mass-market Agreed, this is the big prize, and Patagonia seems unique in this regard. They might not make all their clothes in well-paid artisanal shops in Tennessee, but they have carved out a good chunk of their market. To break into the mass market and advance ethical production seems to require just as much business acumen as commitment to ethics. That’s the biggest thing I’m watching for in Framework. Can they do what is needed to bring their ideals to the mass market in volume, or will it just hang on as a bit player?