Branding to Communicate Values?

Oh, this is just too rich. The Howies Clothing Company (Courtesy of Influx), is wading into the "post brand" waters.

Howies clothing company is the brainchild of an ex-advertising creative and his wife. A business where the main motive is the communication of values, rather than making money. Howies make clothing for the extreme sports crowd and have adopted an approach similar to Patagonia: they use organic cotton wherever possible, they give 1% back to environmental and social causes and they have a highly readable catalog.

Um, yeah.