Reality TV star and now eco-conscious troll Heidi Montag had her followers livid after she promoted “single-use jeans.” As in denim that you simply solely put on as soon as after which throw out as an alternative of washing.

It started with Instagram posts on Montag’s private account and one on s1nglesjeans promoting the brand new pants. “No more shrinkage. No more fading color. Just good vibes. You’ll always look your best because you’ll only wear @S1NGLESJEANS once. #ad,” the caption learn, accompanying a photograph of her floating in water.

Commenters on her authentic publish had been pissed: “There’s no way this is good for the environment.” “What in the actual oxymoron fuck is this?!?!” “This is so incredibly wasteful.” “I hate this soooo much.” “This is disgusting and better be a MF joke.”

Indeed, it was a MF joke. The huge reveal got here within the type of a video of Montag floating languidly underneath the phrase “STUPID.”

“Single-use jeans are dumb. As dumb as single-use plastic bottles. They have become part of our every day, and we no longer see how bad they are,” Montag says in a voiceover. “The stupidest single-use product is already out there. Polluting our ocean, help us save it.”

She asks viewers to sign the #refillagain petition from ocean conservation group Oceana and advert company The Community. The marketing campaign web site urges viewers to push beverage corporations to contemplate reusable bottles as an alternative of disposable plastic bottles which are speculated to be recycled however typically simply find yourself in our landfills and in the oceans.

“Our campaign was designed to show the absurdity of single-use,” mentioned Matt Littlejohn, Oceana’s senior vp for strategic initiatives, in a press release. “In the case of soft drink companies—cited as the top polluting brands for the last three years by Break Free From Plastic—there is a proven and practical way to reduce throwaway plastic bottles by increasing the share of refillable bottles. If we want to save the oceans, we need to refill again.”

Oceana desires individuals to query the restricted choices we have now as shoppers. “Only 9% of plastic waste that’s been produced has been recycled… recycling generally doesn’t work, it’s a crazy system,” Littlejohn informed Earther. “It’s a crazy kind of idea that we bought into [plastic pollution] because we’re just used to it.”

The thought of single-use denims is clearly appalling, to the purpose that Heidi followers misplaced their shit—will they flip that very same rage towards single-use plastics?