It had nothing to do with denim
update: 9:40 am april 14 2022
Correction: Heidi Montag was NOT promoting single-use jeans. In FACT she was highlighting the absurdity of our disposable culture.
A rep for Oceana, an ocean conservation organization, told TooFab the supposed ad campaign for single-use denim was in fact satire and intended to expose just how stupid single-use plastic bottles are — and how detrimental using them is for 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 pollute our oceans, with Oceana calculating “that up to 34 billion plastic bottles become marine pollution every year.”
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Oceana points out how the outrage over the wastefulness of single-use jeans Montag was pretending to promote should really be directed towards single-use plastic bottles.
Oceana also shared with us a few useful facts: “9% of all plastic waste ever produced has been recycled. And Oceana found that just a 10% increase in refillables, which can be used 20 to 50 times each, in all coastal countries would take as many as 7.6 billion single-use plastic bottles out of the oceans every year.”
You can find more info at their website: RefillAgain
(And you can watch the real ad campaign above.)
Original story below: April 13 2022
Heidi Montag has come under fire over her new fashion campaign.
Earlier this week, “The Hills” star took to Instagram to announce that she’s working with a new brand titled 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. And it’s completely sustainable because S1NGLES are made from a proprietary blend of form-fitting cotton and recycled plastic.”
However, as many social media users pointed out, the idea of “single-use jeans” seems to be far from environmentally friendly.
Unsurprisingly, Montag was ripped over the campaign, with many fans even suggesting that the entire thing was a joke.
“The most IDIOTIC thing I have seen in a while! 😂😂😂😂 Makes you look desperate for attention & $ 🙄,” a user wrote.
“What in the global warming did I just read?,” a person added, while another said, “This is disgusting and better be a MF joke.”
“This is so wasteful omg,” another commented. “Heidi you really lost yourself.”
Another person slammed the brand “as in poor taste and toxic to consumers and the environment,” while another user said, “If this company honestly think it’s a sustainable product, it needs to buy a dictionary and look up what sustainability actually means!!!!”
The photos and video from the campaign show Montag floating in the ocean while wearing a pair of jeans and a white t-shirt. The ad itself confused users as well — and they didn’t hold back on sharing their honest questions.
“and she’s floating in the ocean like a single use water bottle??,” a person asked.
“Why does it look like it’s on a dead body,” another commented.
Another wrote, “I’m confused. Are these for wearing in the water only? Every pic is in the water 🤔.”
It looks like fans will get more information about the brand — and a confirmation that it is or is not a joke — when S1NGLES Jeans launches on Thursday.