It had nothing to do with denim
updated: 9:40 am on April 14, 2022
Correction: Heidi Montag was NOT promoting disposable jeans. In FACT, she pointed out the absurdity of our disposable culture.
A representative from Oceana, an ocean conservation organization, told TooFab that the alleged ad campaign for single-use denim was actually a satire and aimed to show how stupid single-use plastic bottles are and how harmful their use is to our planet.
Oceana tells us the hilarious campaign is helping kick off the #RefillAgain movement ahead of Earth Day next week. Single-use plastic bottles are polluting our oceans, with Oceana calculating that “up to 34 billion plastic bottles become marine pollution each year”.
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Oceana points out that the outrage over the wasteful single-use jeans that Montag claimed to promote should really be directed at the single-use plastic bottles.
Oceana also shared some helpful facts with us: “9% of all plastic waste ever produced was recycled. And Oceana found that just a 10% increase in consumables, which can be used 20-50 times each, in all coastal countries remove up to 7.6 billion single-use plastic bottles from the oceans every year.”
You can find more information on their website: RefillAgain
(And you can watch the real advertising campaign above.)
Original story below: April 13, 2022
Heidi Montag has come under fire for her new fashion campaign.
Earlier this week, ‘The Hills’ star took to Instagram to announce that she was working with a new brand called S1NGLES Jeans. According to the denim company, the pants are “the world’s first single-use jeans.”
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As the brand’s website explains, “The beauty of S1NGLES is that you only wear them once. When you’re done with them, you throw them away and wear a new pair. It’s that simple than that. And it’s completely sustainable because the S1NGLES are made from a proprietary blend of form-fitting cotton and recycled plastic.”
However, as many social media users have pointed out, the idea of ”single-use jeans” seems to be far from environmentally friendly.
Unsurprisingly, Montag was torn by the campaign, with many fans even suggesting the whole thing was a joke.
“MOST IDIOTIC thing I’ve seen in a while! 😂😂😂😂 Makes you look like you are in desperate need of attention and $🙄,” one user wrote.
“What did I just read about global warming?” one person added, while another said, “That’s disgusting and better be a joke MF.”
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“It’s so useless omg,” another commented. “Heidi, you really got lost.”
Another person criticized the brand “as being in poor taste and toxic to consumers and the environment”, while another user said: “If this company honestly thinks this is a sustainable product , she needs to buy a dictionary and research what sustainability actually means!!!!”
The campaign photos and video show Montag floating in the ocean, wearing jeans and a white t-shirt. The announcement itself also confused users – and they weren’t shy about sharing their honest questions.
“and it floats in the ocean like a single-use water bottle?” one person asked.
“Why does it look like it’s on a corpse,” another commented.
Another wrote, “I’m confused. Are these wearable in water only? Every photo is in water 🤔.”
It looks like fans will get more information about the brand – and confirmation whether or not this is a joke – when S1NGLES Jeans launches on Thursday.
