Fashion designer Calvin Klein has used provocative ad campaigns to spark discourse and sell things like jeans, fragrances, and underwear, getting into the chonis business in 1982, kicking off with a campaign featuring Olympian Tom Hintnaus wearing nothing but designer briefs.

Klein’s effective formula for selling underwear is now being tapped for inspiration for a new environmental campaign by the Danish non-profit organization Plastic Change to call attention to the pervasiveness of microplastics.