South Africa, July 9 -- The Street Store has been growing globally for 11 years and has clothed more than a million people around the world.

Now it has hijacked a familiar media convention to land a powerful, resonant message with South African consumers.

Front page attention

"Advertisements about gambling and tobacco carry disclaimers, and so at The Street Store, we felt that fast fashion, too, needs a sustainable disclaimer," says The Street Store's patron, The Up&Up Group's executive chairman, Mike Abel.

He says the addictive nature of fast fashion and the harm it causes to our planet deserve front-page attention.

"Last year, quoted by the BBC, Mark Griffiths, professor of behavioural addiction at Nottingham Trent University, UK, ...