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Wiloh is an apparel brand created for eco-aware people who actively pursue sustainable lifestyles. These are the highly networked who socialise extensively via digital media and seek to make informed environmental impact choices about the everyday fashion they choose. To embody the ambitions of this demographic the 'ecosocial' concept was developed. The ecosocial idea inspires a community of creative people from around the world to create graphic messages promoting ecological and sustainability issues through Wiloh. Wiloh is itself an ecosystem of suppliers, designers and consumers who lead the way by being ecosocial.