The BBC is to tap into raised public awareness of ecological issues, sparked by increasingly strident warnings from Sir David Attenborough, by launching its own sustainable fashion and lifestyle brand.
The renowned naturalist has become a figurehead for environmentalists after the wildly popular Blue Planet and Planet Earth series.
Meeting global demand for eco-friendly products, BBC Planet will act as a unifying badge of honour for people motivated enough to alter their own consumption to minimise their eco footprint.
Launched during London Fashion Week with a selection of sustainable clothing produced by Mother of Pearl, the initiative could see the BBC further leverage its position with a series of events and education programmes.
Blue Planet II is credited with sparking a global plastics backlash following its graphic depiction of marine life struggling to adapt to a rising tide of plastic pollution.
Lat year Attenborough spoke on behalf of the public from a 'people's seat' at UN climate talks.