• How to Detox a fashion brand in 14 days, 6 cities and 10,000 tweets

    Blogpost by Juliette Hauville - January 29, 2014 at 12:37 Add comment

    burberry commits to detox

    You did it! The British luxury brand Burberry today committed to rid their clothes and manufacturing processes of toxic Little Monsters by 2020. This is fantastic news and another people powered victory on the runway to a toxic-free future.

    And it’s all thanks to you.

    keep calm and detoxSo, how did this happen? Well, it’s first and foremost, thanks to the thousands of people who took action online, or took to the high streets in cities around the world calling on Burberry to commit to Detox.

    Social Media Storm

    In a three day social media storm, Greenpeace supporters, parents and fashion fans alike sent Burberry the Detox message loud and clear. First, we took to Twitter where over 10,000 people tweeted @Burberry to stop the Little Monsters, then the brand’s Facebook wall flooded with calls for them to clean up their act. Finally, Instagramers used the platform to spell out the message to the brand in pictures!

    High Street Happenings

    Meanwhile, Greenpeace volunteers in 6 countries, from Beijing to Jakarta, from the Netherlands to Mexico, visited Burberry shops to reveal the Little Monsters hiding in their tartan check and called on the brand to stop using toxic monsters in its clothes.


    A step closer to a Detox future

    Burberry joins 18 big brands like Zara, Valentino and H&M who have committed to Detox their clothes and manufacturing process of these hazardous little monsters. These commitments are proof that when people join together we can bring about real change.

    Join us in celebrating this success story by sharing the news with your friends on Facebook, Tweet or shout it out in the street - people power can and does make a difference!

    Say thanks to @Burberry for doing the right thing!

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