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Tracy Michelle Chang Mwuendar Robinson Professional Studies in Art and Design 1st February 2013 Green Design The concept of green design is intended to develop more environmentally benign products and processes. The application of green design involves a particular framework for considering environmental issues, the application of relevant analysis and synthesis methods, and a challenge to traditional procedures for design and manufacturing (Conway-Schrempf, Hendrickson, Lave and McMichael). In 2007, Diesel, an Italian based design company in an effort to promote its 2007 spring/summer collection produced print ads in a campaign dubbed Global Warming Ready. It depicted models wearing clothing that was global warming ready in landscapes transformed by environmental disaster. Duncan from The Inspiration Room writes that while launching this campaign it must be noted that Diesel partnered with a climate change watchdog, www.stopglobalwarming.org and gave this statement:

Over the years, Diesels ad campaigns have touched on several global issues in a signature over-the-top, irreverent, often surreal way. 2007 opens with a campaign that highlights the risks awaiting our planet due to global warming. We are only a fashion company

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and do not think that with just one campaign we can save the world, but if our unconventional tone of voice and the reputation of our brand can grab and hold peoples attention a little longer than a news feature can, make them think twice about the consequence of all our actions and realize our individual responsibility, then something at least will have been accomplished. The Diesel Worldwide Team While some praise the creativity of the campaign many others were aggravated and unimpressed. The concepts of green design used to evaluate Diesels Global Warming Ready campaign has revealed more harm than good. Diesels cotton jeans are one of their most popular items. Cotton though it is a natural fibre is the most intensive pesticide crop in the world. Cotton farmers use some of the most harmful chemicals such as aldicarb and endosulphan (Problems with conventional cotton production). Even when it is used in accordance to the regulations it still harms people and the environment. While the Diesel jeans manager is searching for alternative material to replace the cotton it is only under consideration because of the rising cost of cotton and not because of the disastrous effects on human life and the environment (Ivan, Micheal). In the production of their jeans Diesel utilizes a process called sandblasting to create a worn and faded appearance. Sandblasting results in sand particles being lodged in the lungs of workers leading to silicosis a potentially fatal pulmonary disease (Langager, Chad). When contacted by labour rights movements to place a ban on sandblasting Diesel responded by saying that they would stop using sandblasting on its clothing from 2012 but to date has not placed an official ban(Stop the Killer Jeans.) Apart from these issues Diesels clothing is produced in sweatshops. War on Want and

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Labour Behind the Label say the culprits make no reasonable information available on the living wage or other labour rights issues" and "continue not to respond to our enquiries about their policies and practice (Lets Clean Up Fashion Update 2007)." In 2012, a study conducted by Greenpeace revealed that the clothing produced by Diesel along with other brands contains harmful chemicals. The Diesel garments which were purchased in 2012 from countries such as Germany, Spain and Hungary were made in China, India and Tunisia. When the garments were analysed they tested positive for Phthalates, and Nonlyphenol Ethoxylates (NPEs) and Azo Dyes which can release cancer causing amines. While some of the garments contained chemicals which were within the regulatory standards it is still unacceptable for clothing to contain cancer causing agents. Furthermore unaware consumers are becoming contributors to water pollution since the Phthalates and Nonphenol Ethoxylates are released into waste water when the garments are washed. Upon being discarded in a landfill phthalates can easily leach out into groundwater. Phthalates have been linked to the inhibition of testosterone synthesis during a critical period in fetal development while Nonphenol Ethoxylates harm aquatic organisms and degrades into nonphenol which is bioaccumulative and extremely toxic to aquatic organisms. Diesel as a company clearly need to reconsider their position when it comes to caring about the environment as well as their policies when it comes to their products ,the processes involved as well as the consequences of the disposal of their garments. According to Paul Harrison, It is clear that Diesel is far less concerned with fomenting political activism and lifestyle change than they are with selling their brand.

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Green marketing can be described as a business practice that takes into account
consumer concerns about promoting preservation and conservation of the natural environment (Green Marketing). For the graphic designer there exists that responsibility to be truthful to the wider public and to to preserve the integrity of the natural environment even as they satisfy consumer needs. In light of this awesome task it is expected that there would be dilemmas of all sorts. To begin with the graphic designer needs to consider whether the product or service that is being marketed is harmful to human life and the environment. For instance Clairols Herbal Essences has claimed that their products are natural however they contain chemicals which are man-made and which cause dermatitis. Another dilemma to be encountered would be whether the process involved in the manufacture of the product consumes a disproportionate amount of energy and other resources during manufacture, use or disposal. According to Brian Dougherty the designer needs to start at the end of the process and weigh the impact that the product would have in its lifecycle from conception in the design studio to its ultimate disposal as well as to determine whether any of those steps would prevent green solutions from being implemented. From a practical perspective the graphic designer also needs to consider the toxicity of the inks, the quality of paper that is being used, and the volume of fuel that is needed to transport the product. Another dilemma the designer is faced with is ensuring that the workers who manufacture the product they have designed are not exploited children, that they are treated well and paid fairly in order to provide for their families. In India, legislation dictates that children below the age of 14 are not allowed to work in any factory, mine or hazardous environment (www.ilo.org). Designers therefore hold great responsibility for the production of their creations every step of the way.

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When considering the feasibility of Diesels Global Ready Campaign in the local setting of Trinidad and Tobago the following factors were examined, format, religion, gender, ethnicity/race and geography. The format used was mainly print ads featured in newspapers, magazines and billboards. It was also supported online with various consumer materials (www.theinspirationroom.com) and a YouTube video. Based on the methods chosen these would be deemed feasible as those are the local media landscapes that are utilized in our nation and have proved to be effective. Trinidad and Tobago is a multi-religious society with the major faiths being Christianity, Hinduism and Islam. These faiths require to extent modesty in dress however some people regardless of their faith still dress to impress even if it includes what may be described as revealing. Most of Diesels Campaigns contain fully dressed men and women however some of the women are clad in clothing which feature deep plunging necklines, halter back tops and some very short pants. Despite some of the revealing clothing because of the fashion conscious culture in Trinidad and Tobago this campaign would still work. With respect to gender, both sexes are featured in the campaign and are depicted as being suave, sexy and having fun which are characteristics deemed desirable by many young Trinbagonians. The major hurdle in this campaign however is found in the ethnicities of the models since they are all seem to belong to just one race and are all fair skinned. This would pose a problem since the islands of Trinidad and Tobago are comprised of what is described as a rainbow people and since race is such a sensitive issue in our society, it would be expected for all races to be equally featured. The geographical settings in which the models are placed in the campaign for example Mt. Rushmore in the United States and the Eiffel Tower in France are quite familiar to the target audience of young adults in Trinidad and Tobago.

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Overall I believe that with all factors taken into consideration that Diesels Global Warming Ready campaign would still be feasible despite the race factor in Trinidad and Tobago.

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Works Cited Dougherty, Brian. Green Graphic Design. New York: Allworth Press, 2009. Print. Green Marketing. www.inc.com. Web. 16th February 2013 Greenpeace International. Toxic Threads: The Big Fashion Stitch-up. www.greenpeace.org .October 2012. Web. 18th February, 2013. Harrison, Paul. Diesels ads Hardly Global Warming Ready. www.thevarsity.ca. 27th February 2007. Web. 15th February 2013. Hendrickson Chris, Conway-Schrempf Noellette, Lave Lester and McMichael Francis. Introduction to Green Design. Green Design Initiative, Carnegie Mellon University, Pittsburgh PA. Web. 13th February 2013. Ivan, Michael. Searching for the alternative fabric for Diesel jeans. www.ezinearticles.com. 11th January 2011.Web. 15th February 2013. Lammas, Ross. Environmental Impact. www.greenchoices.org. 8th March 2011. Web. 14th February 2013. Langager, Chad. Raw Denim- The Ethical and Respectable Choice. www.rawrdenim.com . 21st March 2011. Web. 15th February 2013. Lets Clean Up Fashion 2007 Update www.labourbehindthelabel.org .September 2007. Web. 15th February, 2013. Macleod, Duncan. Diesel Global Warming Ready. The Inspiration Room. 6th March 2007. Web. 13th February 2013.

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National Legislation and Policies Against Child Labour in India. www.ilo.org . Web. 22nd February 2013. Problems with conventional cotton production. www.panna.org . Web. 15th February 2013. Richardson,Terry.Diesel:GlobalWarmingParis.5thFebruary2013.adsoftheworld.com/media/print/ diesel_global_warming_ready_paris. Richardson,Terry.Diesel:GlobalWarmingNewYork.5thFebruary2013.adsoftheworld.com/media/p rint/diesel_global_warming_ready_new_york. Richardson,Terry.Diesel:GlobalWarmingLondon.5thFebruary2013.adsoftheworld.com/media/pri nt/diesel_global_warming_ready_london. Richardson,Terry.Diesel:GlobalWarmingGreatWallofChina.5thFebruary2013.adsoftheworld.com /media/print/diesel_global_warming_ready_great_wall_of_china. Richardson,Terry.Diesel:GlobalWarmingNorthPole.5thFebruary2013.adsoftheworld.com/media/ print/diesel_global_warming_ready_north_pole. Richardson,Terry.Diesel:GlobalWarmingRushmoremountain.5thFebruary2013.adsoftheworld.co m/media/print/diesel_global_warming_ready_rushmore_mountain. Stop the Killer Jeans. www.cleanclothes.org . 2nd August 2012.Web. 15th February 2013.