Former professional surfer Jon Rose felt his true calling after a tragedy. On September 30, 2009, a magnitude 7.6 earthquake struck the city of Padang, on the island of Sumatra. He was returning to that city after a trip to surf in the Mentawais Islands and he had ten water filters with him. Though his initial plan was to donate them to a village in Sumatra, he decided to donate them to relief centers around the city after seeing the terrible devastation that had caused the catastrophe.
"Do what you love and change your world." This is the slogan of the new Dockers campaign with Jon Rose.
As a result of that terrible experience, The organization Waves for Water was born, whose objective is to contribute to the fight against the global water crisis. To do this, it provides portable water filtering systems to communities without access to clean water; In addition, it builds or renovates wells and systems for the collection and storage of rainwater. Till the date, have provided access to drinking water to more than three million people in 44 countries.
Dockers, also a Californian firm, has found a point of connection with Rose, making him her ambassador for the next three years. In fact, three: his love for sustainability, social justice and the planet. The Water technique save up to 73% of the amount of water that is normally used in the dyeing and finishing processes of your garments, thus reducing the environmental footprint.
Jon Rose, founder of Waves For Water.
PURE CALIFORNIAN CHARACTER
The global water crisis has a solution, says Rose. "It's not a question of technology, it's a question of access. Waves For Water's commitment to the urgency of this issue has inspired us to design programs that can create access immediately". his project has already given humanitarian aid in 33 natural disasters through 24 different programs.
Relaxed but persevering, this is the former professional surfer. Although chasing waves in exotic locations may seem like the ideal job, it requires commitment, preparation and adaptability. Navigating to remote corners, negotiating with the locals, experiencing other cultures, and just simply surviving in general requires a mix of brains, experience, and luck. "I didn't realize it at the time," says Rose, who is originally from Laguna Beach, "but when I was a professional surfer I was doing civil affairs at the same time."
Jon Rose, founder of the humanitarian organization Waves For Water.
this collaboration, called Work Forward and whose motto is "Do what you love and change your world", is born from the idea that everything can be achieved, no matter how unattainable it may seem at first, as long as hard work prevails, commitment and forward momentum.
Being Californian and a love of nature go hand in hand.
Waves For Water contributes to correct the imbalances caused by the scarcity of water in the world and Dockers also aims to create a positive chain reaction. During the spring 2020 season alone, the brand saved more than 20 million liters of water in the finishing phase. It's just a start but it is one more step towards becoming one of the most sustainable clothing companies on the planet. The goal is also provoke a change of mentality that inspires and contributes to an authentic and lasting transformation throughout the world.
"What interests me is commitment," says Rose. “We have the solutions; we know what can be achieved. Who is going to step up now and commit? You don't have to be a rocket scientist; just having a strong work ethic is enough. Simply, if you do what you say you're going to do, many things can be achieved."
Dockers' new campaign returns the firm to its Californian roots.