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  • Greenpeace aims to 'detox' fashion by 2020
  • Greenpeace aims to 'detox' fashion by 2020
    Greenpeace Finland (2012) ©
CASE STUDY

Chemical concerns: why Greenpeace detoxed fashion

Consumers are reconsidering what they consume. An investigation into toxic chemicals in clothes has sparked a widespread call for fashion brands to ‘detox’ their supply chains.

Location Global

Scope
As consumers become more aware of the health effects of everyday objects, they are reconsidering what they consume. An investigation into toxic chemicals in clothes has sparked a widespread call for fashion brands to ‘detox’ their supply chains.

After finding evidence of toxic chemicals and dyes in their clothing, Greenpeace’s Detox campaign targeted 20 major high street brands with the aim of convincing them to act. The campaign has played out over a variety of social media, and even has its own mock film trailer encouraging consumers to take a stand against unregulated and unclear product contents. But ...

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