ECRU means "Raw."
I believe that nature is, well, naturally beautiful. In an effort to simultaneously protect and cherish nature's beauty, I aim to use materials are raw in character- unbleached and undyed hues that come straight from the field. By doing this, there remains a botanical connection and reminder between the Earth and the final product.
Ecru indicates the natural color of the fiber, i.e. before it is bleached or dyed. By using ecru fabrics, we can cut the harmful chemicals associated with these processes out of the environment. Plus, the idea of a "perfectly white" fiber is ridiculous. No-one wants to stare at bright white lights all day.