Since 2011 Greenpeace has been asking Zara (a brand within the Inditex group) to eliminate hazardous chemicals from its clothing lines and supply chains. Late in 2012 Zara succumbed to pressure from Greenpeace and decided to address the issue of toxic pollution. Zara finally capitulated after Greenpeace launched an aggressive global campaign targeting the store.
Zara and the seven other brands in the Inditex group (Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe) is now publicly committed to eliminate all discharge of hazardous chemicals from its supply chain and products by 2020. Zara will immediately begin to phase out some of the worst offending chemicals like PFCs.
Zara is also working on the transparency of its suppliers. By 2013 at least 100 of Zara’s suppliers will publicly disclose data about their releases of hazardous chemicals into the environment.
The popularity of this news on social media platforms makes the point that consumers are interested in detoxed fashion. More than 300,000 people signed up to join the campaign to Detox Zara, and on Twitter there were at least 43,800 mentions of Zara and the Detox campaign in the week after the launch. Many tens of thousands of people emailed and tweeted directly to the company for an ambitious Detox commitment.
In addition to staving off all the negative publicity, Zara is now in a position to benefit from being an environmental leader in the fashion industry. Zara joins Nike, Adidas, Puma, H&M, M&S, C&A and Li-Ning all of whom have committed to Detox
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