Burberry has promised to eliminate the use of any hazardous material in production process by 2020. The fashion brand received a lot of flak after a Greenpeace report last week.
The 'Little Monsters' report from Greenpeace showed that a lot of brands use hazardous materials in their children’s clothing lines. One of those brands was Burberry, which has now promised to eliminate these materials by 1 January 2020. Burberry had previously said their clothing was safe and adheres to international regulations, but that reply did not sooth anyone at Greenpeace.
A huge row against Burberry ensued: protests broke out at Burberry stores, while the company’s social media (Twitter, Facebook, Instagram) were swamped with messages from activists who demanded Burberry ceased any activity containing hazardous materials.
Pressure on other luxury brands increases
Burberry has buckled under Greenpeace’s pressure, making it the 19th brand which will take part in Greenpeace’s “Detox Solution Commitment”. Other brands, including Zara, Benetton, H&M and Levi’s, all stated their wish to eliminate toxic materials in their production processes by 2020.
The British company has now also put pressure on other luxury brands: “With the Fashion Weeks coming up, brands like Gucci, Versace and Louis Vuitton risk getting left behind. From budget to luxury, people have a right to demand our clothes are free from hazardous chemicals and big brands have a responsibility to do something about it”, Ilze Smit – Detox campaigner for Greenpeace International, stated.