Industry powerbroker Solomon Lew has been called many things - but a heartbreaker?
Oxfam has singled out Just Group, owned by Lew's Premier Investments, in a human rights campaign to ensure safe working conditions for workers.
Oxfam claims the group is lagging behind the sector in repeatedly refusing to sign the Bangladesh Fire and Safety Accord.
For the last two years, the charity has pressured ten of the country's largest clothing manufacturers to sign the accord.
The Just Group and Best & Less have not yet conceded.
However, The Just Group is part of The Alliance for Bangladesh Worker Safety.
Oxfam has launched a #heartbreakers campaign to push the Accord agenda.
The creative features three ambassadors, including the first legally gender-neutral person Norrie.
It urges Australians to head to the Oxfam Australia Facebook page and share the creative, tagging @justjeans.
Oxfam has asked the group to stop "breaking the hearts" of consumers and workers by April 24, the second anniversary of the Rana Plaza collapse in Bangladesh.
The Just Group did not return a request for comment by time of press.