Bollywood stars as well as British celebrities are ditching their pants to protest against the use of harmful pesticide in underwear production.
British TV presenter Dermot O'Leary and Coco de Mer founder Sam Roddick have joined the 'Pants To Poverty' protests, which are taking place in 16 countries around the world.
The celebrities are calling for ban on the use the harmful pesticide endosulfan, used in cotton production, which can cause cancer, birth defects, respiratory problems, and sterility among cotton farmers and their families.
Pants To Poverty, a Fairtrade underwear company, said that cotton pants containing traces of the chemical are being sold on the UK high street.
Its use has also been banned in 62 countries due to its high toxicity, but is still permitted in India and other developing nations.
"Using pants as our metaphor, this campaign explains both the good and the bad about the cotton industry and points towards a brighter future," Sky News quoted Ben Ramsden, the founder of Pants To Poverty, as saying.
"The proof against endosulfan is comprehensive. With this new research, we can finally prove that replacing it not only dramatically improves people's health, but also enables farmers to earn more money and support their communities," said Dr. Mohan Kumar, the campaign's doctor.
"The Indian government must stop producing and exporting this dangerous pesticide. It can still make a profit, but this time also for our people and our environment," he added.