Environmental warrior Dr Jane Goodall has partnered with Australian underwear brand Boody to become its first global ambassador.
The partnership sees Dr Goodall feature in a campaign that encourages Australians to help change the world, simply by switching to bamboo underwear.
With fashion production making up 10% of human carbon emissions - more than international flights and maritime shipping combined – Dr Goodall said changing our underwear is one of the simplest changes we can make to support our environment.
“I’ve seen our planet, and the diverse life that lives on it, struggle from the effects of human-induced climate change. The problems we face as a global community can seem insurmountable," she said.
"Just a glance at a newspaper or scroll through your phone is enough to make you put your head in the sand and pretend it isn’t happening.
“But while the reality is scary, what you do makes a difference, and you have to decide what kind of difference you want to make. Starting with mindful decisions about the things you can control, like the underwear you buy. While it may not seem like much at the checkout, your decision to choose sustainable and ethically made products can help.”
Boody, which has been championing sustainable fabrics and planet-friendly manufacturing since it launched in 2012, partnered with Dr Goodall in an effort to bring greater awareness to the environmental issues caused by the fashion industry.
She stars in Boody’s new brand campaign, with one clip showing Dr Goodall musing on the modern paradox of humans building machines to explore other worlds - when there’s so much to do on our own planet.
Boody’s managing director Shaun Greenblo said: “When we started Boody, we wanted to prove that comfort could not only feel good, it could do good for people and the planet. The fashion industry is a significant contributor to global carbon emissions and it’s time for our industry to make a change - who better to help us lead the way than Dr Jane Goodall.
"Just like swapping plastic bottles for reusable bottles and plastic bags to fabric totes, choosing sustainably-made underwear is a small switch that can make a huge community impact.”
As Australia and New Zealand's first underwear brand to achieve B Corp certification, last year Boody launched The Goodness Loop, an ongoing partnership with Upparel where customers send their end-of-life items to Upparel’s HQ and get a voucher to restock their Boody favourites.
Boody is also a member of the 1% for the planet movement, with 1% of every online purchase donated to nonprofits that help protect the environment.
Dr Goodall took part in Boody’s campaign in return for a donation to her charity, The Jane Goodall Institute.