“Pants Exposed” or “More than pretty knickers” is a new campaign highlighting the environmental and social impacts of buying clothes. Focussing on lingerie as an eye-catching (or should I say 'cheeky') conversation-starter the campaign shouts about cotton production's high pesticide and water use, nylon's dependence on oil and carbon emissions and the dismal pay of the people making the items.
It's a well produced, focussed and effective campaign from those running responsible clothing firms. Clothing is a gigantic business and as 2009 has already seen further accusations of Primark's use of cheap labour, the fairtrade eco message is so timely and welcome. I find it disappointing that ecologically and socially responsible clothing is still nowhere near as mainstream as organic and fairtrade foods have become in the UK. Perhaps 2009 is the year?
Jason Kitcat 