The Great Fashion Cycle

As you know we love our bikes here at FKV. But this summer we've really noticed the cycling trend kick explode in London. Bespoke cycle shops and cycle friendly cafes are springing up all over the place, Topshop has gone Cyclodelic and high end designers like Gucci are dreaming up their ultimate bicycles.

Now, the charity crew are jumping aboard the trend. This week a team of adventure seeking style-savvy eco-fashionistas set off this on The Great Fashion Cycle July 2010 between Europe's iconic style capitals - London and Paris - in aid of their work addressing human rights and environmental abuses in the fashion industry.

EJF's team will set off from London through the beautiful Kent countryside where they'll cross the channel to Calais and push on into the stunning countryside of rural France.Four days and 300 miles later, sporting organic cotton t-shirts designed by Jenny Packham for EJF, they will find themselves at the foot of the Eiffel Tower with a well earned glass of fizz.

The journey between two of the world's chicest cities aims to raise funds and awareness for EJF's work protecting the environment and defending human rights in developing countries, particularly their 'Pick Your Cotton Carefully' Campaign.In fashion, EJF works to address the fact that around the world, whether it is state enforced, or child trafficking, millions of children face severe exploitation in the cotton industry.

Over a million people a year are hospitalised from pesticide poisoning, illnesses include infertility and cancer, and over 20,000 people die, which is why EJF also campaigns for a global ban on the most toxic pesticides like Endosulfan and promotes alternatives like organic production.

To register for 2011 or more info visit ejfoundation.org/londontoparis