Sumac Workers’ Co-operative, a worker-owned co-op in Guelph, Ontario, has recently launched WearFair, a new wholesale brand of Fair Trade certified t-shirts. They are unique in that both the labour and the agricultural production is certified Fair Trade. The proposed research would be to conduct preliminary and follow-up interviews and a survey of potential customers within 1) current Fair Trade consumers, 2) consumers who are either employees of, or otherwise engaged with, affinity organizations and 3) with members of the general public who are currently not involved with Fair Trade.