New Zealand-born label Icebreaker has launched its latest campaign, The Uncomfortable Truth of Plastic.
The business asks consumers, "Are you still wearing plastic?", aiming to educate consumers of the plastic pollution that comes from clothing.
According to a report by the International Union for Conservation of Nature, plastic particles washed off from products such as synthetic clothes and textiles contribute to 35% of primary microplastics polluting the oceans.
The campaign depicts 'Plastic Man' struggling with his plastic clothing.
The messaging comes after the release of Icebreaker's 2021 Transparency Report which revealed that 91% of the brand's total fibre composition is now merino or plant-based, with 65% more styles being made with 100% merino or plant-based fibres.
"Since Icebreaker started 26 years ago, we have always looked to nature for a better way," Icebreaker global brand president Jan Van Mossevelde said.
"Our founding purpose to inspire a more natural way of living, defines not just what we make, but how we make it.
"There is just too much unnecessary plastics in clothing.
"We encourage consumers to learn more about what their clothing is made of," he said.