What is business like in the growing "green" trend sweeping America?
Supply Chain
Threadless.com needed shirts, screenprinters and users to submit designs online. In the world of eco-friendly business, we need to ask where did the shirts come from, what kind of screenprinting, and how is the energy created that runs your site. Not only is it a matter of finding suppliers that call themselves eco-friendly, which is often a chore in and of itself, but you will also want to find out why and how they can certify they are indeed green. At this point be prepared for that awkward silence on the other end of the phone. "Why? Why do you care?" Your response is because, frankly, it is your butt, and not his if their green cred's are a little hoky. If questions to your supplier are met with a shoulder shrug and "Sure, of course we are green", then you need to start looking elsewhere. Finally, be prepared to tell your consumers everything about your supply chain.
Green is not a differentiator
Sorry. In most cases, being green merely puts you among a whole new set of competitors. Being green today is like being wireless - it was cool and could have demanded a premium a few years back but now it is practically an expected operational standard. Although green is kind of the flavor of the month consumers still look for the same triggers, price, functionality, style and etc, before they hand over their cash. The product must meet and exceed their expectations for the best of the best of that product category, before they even consider it. Some categories are less sensitive in this matter, but it is only because there is little price difference in the category and as such no real brand loyalty.
The USGBC
Get to know the United States Green Building Council. Connections that you will make from courting the companies and individuals associated with this organization will put food on your table for at least the first months of your startups existence...if not more.

Sattler Eco-Clothing has been around since October of last year with plans to provide eco-friendly style for the masses and keeping 4,000 lbs of toxic chemicals out of the ground by helping 500 companies go green with their corporate apparel in 2008.