Viddler

I agree with Nicholas and Tim that Patagonia seems like an authentic brand. It is great to see a company that is so freshingly honest about their activities and informing their consumers of the ways in which they are trying to counter-act any damage that occurs from their products. Other companies should look at transparency, its scary but rewarding.

Do check out Nicholas's web-site at livingthebrand.com .
Agent Provocateur cannot be allowed to be the 'coolest brand' ;-)

For a deeper burrow into the question of authenticity, see http://www.livingthebrand.com/DiscussionBoard/TopicPosts.aspx?TopicId=9

Check out: http://www.youtube.com/watch?v=7IsOPDY5lZ8