Greenpeace turns the Levi's Go Forth ad campaign into their cause with "Go Forth and Detox."
They say you can tell next season's hottest trend by looking at the colour of the rivers in Mexico and China. That's because global fashion brands like Levi's are using hazardous chemicals and dyes to make our clothes.
But it doesn't have to be this way.
Thanks to global People Power, we were able to convince Zara, the world’s largest retailer, to commit to work with their suppliers and clean up their toxic water pollution.
Levi's is the world's biggest jeans producer, but they have yet to make a credible and ambitious commitment to Detox.
This is their time to give a damn. To be daring. To be a leader. To take a stand. To live the truth.
Join fashion-lovers, activists, models and designers in demanding Levi's Go Forth and Detox!
17 activists spread a thousand square meter yellow arrow banner pointing at the waste water treatment plant for Lavamex — one of Levi's suppliers in Mexico. The banner (bearing Levi's logo) reads: "LEVIS, Stop Polluting Mexico's rivers" and "Queremos Ríos Sin Tóxicos" (in Spanish). GreenPeace claims that the Lavamex facility is operating with little transparency and under weak Mexican laws, which allow them to avoid scrutiny of their manufacturing processes. Greenpeace goes to say they discovered nonylphenol (NP), a hormone disruptor during tests from a Lavamex discharge pipe.