Our Theory of Change*

*By theory of change we mean, the best way we believe we can make the desired change happen.

We often say that people are at the heart of Greenpeace, and this couldn’t be more true for the Detox Outdoor campaign!

Our goal is to challenge big outdoor brands to eliminate PFCs and all other hazardous chemicals from their entire production and become Detox Champions. The new trend for every cool, innovative, responsible and environmentally friendly outdoor brand has to be to use PFC-free alternatives and switch to toxic-free production.

To achieve this big change in the outdoor sector, people like you, outdoor enthusiast and nature lovers from around the world, will be key. You are the people outdoor brands listen to and can make this change happen! Together we can Detox the Great Outdoors and ultimately achieve a toxic-free future.

While the outdoor sector is part of the problem now, it could be part of the solution. Some pioneer brands are already using PFCs-free alternatives, the big brands have to follow their example and eliminate all PFCs from their production chains.

Open Campaigning: YOU are essential

Protecting nature is all of our goal, and it especially should be for the companies that rely on pristine nature for their business. While Greenpeace has the technical know-how of the problem and the solution, we don’t have the power to drive the change alone. That’s where you and everyone who wants to be part of the Detox Outdoor campaign comes in.

In order to become a strong and active movement, we think it is important to share our theory of change with you. If you believe it’s the right way to go, get on board and join our campaign! Following the principle of Open Campaigning, Detox Outdoor is based on collaboration and co-ownership: we are not just asking you to sign petitions (act) but also invite you to get involved in every stage of our campaign and build it together with us.

Open campaigning means that we are empowering you to investigate with us which brands are using PFCs, to directly input in the campaign via public online and offline discussions around tactics, and to submit your ideas for global week of action and other events.

We are targeting global brands so people from around the world can join our movement. From the UK, Switzerland, East Asia, Chile and Argentina, to Italy, Germany, Eastern Europe, and Nordic countries, Greenpeace supporters all over the world are reaching out to outdoor communities.


Let’s Detox the great outdoors together!


Our Demands to Outdoor Brands

The need for leadership

As brands who claim to love nature and respect nature lovers, Outdoor companies must take leadership for a better environment, making a genuine and credible commitment to stop using hazardous chemicals – with ambitious schedules and concrete deadlines.


PFC substitution

Outdoor clothing brands need to take the lead and set short-term deadlines for completely phasing out the use of all PFCs in production processes. PFC-free materials are already available today so the time to switch is now! Some brands which also produce outdoor clothing, such as Puma and adidas, have already adopted ambitious elimination targets for PFCs.



For every product in which hazardous chemicals are found there is a factory releasing unknown quantities of these substances into the surrounding environment. Where are these factories? Which hazardous chemicals are being used by suppliers and emitted at their sites? In particular, communities living near production facilities have the right to know what is coming out of those factories. On the road to clean production, outdoor clothing brands must deliver on greater transparency. Several fashion brands like Mango, G-Star, Inditex, Puma and Fast Retailing/Uniqlo have already published this data on an online platform factory by factory, and chemical by chemical.


The role of governments

Political decision-makers must take action. In view of the hazardous properties of many PFCs, and the insufficient data on chemicals that are rapidly being used as substitutes, it is no longer enough to only regulate individual substances like PFOA and PFOS. Greenpeace calls on policy makers to fully implement the Precautionary Principle by restricting the entire group of PFCs.



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