The 2009 Great Fashion Cycle

The Great Fashion Cycle 2009 cruises into Paris

During the London Fashion Week Estethica preview party last Spring the Environmental Justice Foundation (EJF) announced plans for the ultimate cycle-catwalk between Europe’s two top fashion hubs - London and Paris – dubbing it the Great Fashion Cycle.

On Saturday 12th September 2009 ahead of their 6th season at LFW in the run up to the 25th Anniversary of the shows a team of riders arrived in Paris on their bikes.

The style-savvy riders embarked on the 300-mile ride wearing exclusive t-shirts designed to the theme of ‘childhood, lost innocence and hope’ by designer Jenny Packham as part of EJF’s ‘Pick Your Cotton Carefully’ ethical fashion project.

They were highlighting EJF’s work addressing the negative cycle of social and environmental impacts associated with cotton production – such as forced child labour (over 1 million children), pesticide poisoning (20,000 deaths per year) and gross water mismanagement (draining of the Aral Sea to irrigate cotton) while raising funds to support the campaign.

The team, made up of adventure seeking fashionistas set off from London (6.30 am Wed 9th Sept) through the beautiful Kent countryside down to Dover where they crossed the channel to Calais and pushed on into the stunning countryside of rural France.

On the final day (Sat) the team donned Super Hero capes in their bid to rid the world of Fashion Victims as they cycled into Paris to the foot of the Eiffel Tower.


Look out for the Superheroes in their capes on Saturday between 3-5pm Saturday 12th September at the Eiffel Tower ...

Larissa Clark • Environmental Justice Foundation • Tel office: +44 (0)20 7239 3310 • larissa.clark@ejfoundation.org

Great Fashion Cycle “Part 2” will take place July 2010 – for full information including how to register for the team contact larissa.clark@ejfoundation.org

Meet the 2009 EJF team – London to Paris

Get on your bike and together we can protect people and planet! To Register simply Call the events hotline on 0207 239 3310 (local rate) Email Larissa at larissa.clark@ejfoundation.org Register online now