Two months ago, the CEO of a new ecommerce app, GoodHuman, where shoppers can find $95 Allbirds tennis shoes or pick up a set of $118 bamboo sheets, made the tough call to drop the popular clothing brand Reformation from its marketplace of sustainable companies.

The top-selling L.A.-based company — whose slogan reads "Being naked is the #1 most sustainable option. We're #2" — seemed to be a perfect brand for GoodHuman's site, where shoppers are encouraged to "discover all things sustainable and ethical." But the women's eco-conscious brand had taken a hit months earlier after one employee spoke out about a work environment that undermined and mistreated people of color.

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