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Pure London to take part in Great Fashion Cycle Ride
Apr '12
The Pure London team will be taking part in the Great Fashion Cycle Ride from London to Paris with the Environmental Justice Foundation (EJF) this July.

The 300 mile cycle ride from London to Paris will pass through picturesque countryside, crossing the Channel and continuing through the small villages and medieval market towns of Northern France and finishing at the Eiffel Tower.

EJF is a registered charity established in 2000 to empower people who suffer most from environmental abuses to find peaceful ways of preventing them. EJF are involved in a number of valuable campaigns all over the world, including one particularly close to the heart of the fashion industry, the 'Pick your cotton carefully' campaign.

Katy Davis, Event Manager of Pure London commented “A few months ago I agreed to cycle with some of my colleagues from London to Paris to support the EJF. We have chosen to champion the 'Pick your cotton carefully' campaign, with all funds raised through the ride going directly to help the EJF in their plight to eradicate child labour and the deadliest pesticides from cotton production, alongside promoting organic alternatives. We're all really looking forward to the challenge – it's going to be a true test of strength and stamina.”

EJF's fashion campaign is focused on ending the use of forced child labour and harmful pesticide use in the cotton industry. Whether it is state enforced, or child trafficking, millions of children around the world face severe exploitation in cotton production. EJF also campaigns for a global ban on the most toxic pesticides which in total kill over 20,000 people a year.

Katherine Ross from the EJF commented “EJF is proud to be working with Pure London on The Great Fashion Cycle, raising awareness and essential funds for the charity's 'Pick Your Cotton Carefully' campaign. Cotton should be improving lives, but too often this 'white gold' brings misery to some of the world's poorest and most vulnerable people.

Pure London has supported EJF's campaign for the past four years, and we are thrilled to announce four members of the team are saddling up for EJF's Great Fashion Cycle in aid of the world's unseen fashion victims. Linking Europe's top two fashion cities – London and Paris – EJF's Great Fashion Cycle is the ride of a lifetime!

The Pure London

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