Copenhagen Fashion Week does 30 – do you?

The Danish Fashion Institute and biotech company Novozymes call for action at Copenhagen Fashion Week, urging consumers and fashion professionals to “do 30” when doing their laundry.

The Danish Fashion Institute has joined forces with the “I do 30” campaign, launched by Novozymes this July. The campaign asks consumers to turn down the temperature on their washing machines to reduce their CO2 emissions, while still getting their clothes clean.

”By doing something as simple as this in our daily lives, each and every one of us can support the fight against climate change, encourage fashion to be more sustainable, and take better care of our precious clothes at the same time,” says Eva Kruse, CEO of the Danish Fashion Institute. “This is why we have chosen to support ‘I do 30’, and I hope many of the fashion people gathered here in Copenhagen will do the same,” she says.

Help make your planet as clean as your pants

A number of leading figures from Danish fashion, media and politics have already signed up to the campaign. These include designers Mads Nørgaard, Susanne Rützou, and Naja Munthe, fashion expert Uffe Buchard, TV presenter Andrea Rudolph, singer Pernille Rosendahl, and Mayor Klaus Bondam.

Join ”I do 30”, spread the word, and send a message

The campaign is counting the number of people who sign up via facebook or at, and will present the results to policy-makers at the COP15 climate change conference in Copenhagen this December. “I do 30” is about sending a clear message: we want a cleaner planet, we want climate-friendly products, and we are ready to make it happen!

Help fight climate change

“'I do 30' is about washing clothes at low temperatures, but it's also about something bigger than that,” says Steen Riisgaard, CEO of Novozymes. “It's about raising awareness that there are already many technologies that can be used to help fight climate change. ‘I do 30’ asks consumers to make a statement that they're willing to make climate-friendly choices in their daily lives,” he says.

Europe alone can save 12 million tons of CO2

By washing at lower temperatures, moving from 60 or 40 °C to 30 °C, Europeans can save 12 million tons of CO2 a year, the equivalent of taking 3 million cars off Europe’s roads – all this and the chance to save on the electricity bill too!

Press contacts:

Novozymes A/S:                                    

Annegrethe Jakobsen

Tel. (direct): +45 4446 3050

Tel. (mobile): +45 3077 3050

Danish Fashion Institute

Anne Christine Persson

Tel. (direct) +45 3318 6566

Tel. (mobile) +45 2177 6768