The hidden messages placed in jeans back pockets in store will direct consumers to find out more about the 'Killer Jeans' campaign which is calling for the banning of sandblasting, a technique used to create faded and worn patches on denim. The sandblasting process requires workers to fire sand at denim fabric through high pressure blast guns. This dusty process is known to cause the silicosis, a potentially fatal lung disease more commonly associated with mining. Workers can contract the disease within 9 months of starting work. Over 50 Turkish denim workers have already died from this process and doctors predict thousands more around the world have contracted the disease.

The campaign, which starts today, will take place on high streets around the country, with special events being organised in cities including Brighton, Bristol and London.

D&G, Armani jeans have been chosen by organisers as target brands, since these companies have yet to issue a public ban on the process. Diesel are also being targeted after deciding to wait a year before stopping sandblasting orders.

Samantha Maher, a policy coordinator for Labour Behind the Label, said: “Even though they know the risks facing sandblasting workers these luxury brands continue to drag their heels. It’s time for us to take this message directly to consumers right under the brands' noses. We don't believe any production technique should put workers' lives at risk. Fashion to die for shouldn't cost lives.”

“There are alternative ways to create the worn and faded look in fabric, which although more expensive, don't cost lives. High cost brands like D&G, Armani and Diesel can't complain that the extra few pence this will cost will break the bank.”

17 high street brands have recently publicly issued statements banning the process, including Levis, H&M, Matalan and Burberry.

Labour Behind the Label is demanding that all jeans brands and retailers:

1. Announce an immediate ban on sandblasting in their supply chain and issue a public statement to this effect

2. Develop a robust system for enforcing and monitoring the ban

3. Provide medical checks for all workers employed and treatment and compensation for those affected by silicosis

ENDS

Notes to editors:

NEWS PEG: Labour Behind the Label Week of Action
EMBARGO: 0001 GMT, Monday, 30 May 2011

1.Silicosis is a lung disease that is caused by airborne crystalline silica. Silica are natural minerals found in stone and glass. In tiny airborne fractions, these silica can do a lot of harm to the lungs. Silica is an old occupational health hazard in mining. However, the more acute form of silicosis that has been established amongst jeans sandblasters progresses much faster and has a higher fatality rate. For more on medical literature on the connection between sandblasting and this acute form of silicosis, please check: http://erj.ersjournals.com/content/28/4/885.

2.full.pdf http://www.ersnet.org/index.php?option=com_flexicontent&view=items&id=4100:true-fashion-victims-median-survival-of-six-years-for-patients-with-silicosis-due-to-jeans-sandblasting http://mhssn.igc.org/EHSToday_FashionKills_Sept2010.pdf Sandblasting of jeans differs from other finishings, such as stone washing, in that it applies an abrasive effect on only selected parts of the jeans. 2.More information and the report 'Killer Jeans: a report on sandblasted denim' is available to download from www.killerjeans.org

3.Available for interview are Dr. Yesim Yasin, This e-mail address is being protected from spambots. You need JavaScript enabled to view it , +90 542 243 2426 (Turkish and English Language); Ms. Sam Maher, This e-mail address is being protected from spambots. You need JavaScript enabled to view it , 07517 516943

4.www.labourbehindthelabel.org