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The allure of brands with an aura of authenticity

These entrepreneurs believe consumers aren't just buying into a logo - but also "buying into a set of values"

Ms Bédat (left) and Ms Darabi, co-founders of online retailer Zady, share the "heritage" stories behind their products.

New York

RICHARD Littlewood, the president of GJ Littlewood & Son, a fibre dye house in Philadelphia, recently welcomed a client, Soraya Darabi, to his plant.

Littlewood colourises wool and synthetic fibres for products ranging from pea coats for the US Navy to sports mascots,