Iconic lingerie company turns up the heat with sustainability campaign
Now the Tank is no stranger to women's underwear: we've tested the world's first sustainable bra, delved into eco-friendly tights, and closely examined a solar-powered bikini - stop sniggering at the back.
And now we bring you news that Victoria's Secret, the lingerie of choice for both anorexic supermodels and America's countless inattentive husbands, has risen to the environmental challenge that faces any company pumping out 400 million copies of its, erm, iconic catalogues each year.
Yes, the sweaty youths "reading" said catalogues may not have realised it, but Limited Brands, parent company of Victoria's Secret, are actually pretty darn hot on sustainable paper products.
The company hopped into bed with campaign group ForestEthics in 2004 after it disrupted Victoria's Secret's "Angels Across America Tour", with claims the brand was destroying endangered forests.
After the issue was thrust to the fore, Limited Brands launched a programme that has seen its use of paper certified by the Forest Stewardship Council swell to almost 88 per cent, a substantial uplift on 2007's rather limp 23 per cent.
The Tank's innuendometer was delighted with ForestEthics' statement noting that Victoria's Secret's had delivered an "exceptionally large rise", even if it was only referring to an increase in sustainable paper use that was "exceptional for a large direct mailer".
"When ForestEthics strikes an agreement with a company, whether or not it's at the end of a confrontational campaign, we always hope that we'll still be doing great work together five years later," added executive director Todd Paglia. "It doesn't always happen, but then again, not every company is as sincerely committed to reducing its impact on forests as Limited Brands."
The Tank would love to check up on these claims, but he is not exactly sure how to explain the arrival of the catalogue through the letter box to Mrs Tank.
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