What do two iconic American brands and TV personalities Mr. T, Ice-T and “Stone Cold” Steve Austin have in common? They all want consumers to #TurnToCold.

Hanes has teamed up with Tide, along with a few well-known spokespeople, to educate consumers about the benefits of washing in cold water. This includes saving money and energy and decreasing greenhouse gas emissions, all without sacrificing exceptionally clean clothes – even when washing underwear, T-shirts and socks.

The Hanes and Tide multi-year, cold-water wash program is one of the ways HanesBrands will achieve its 2030 Planet sustainability goals.

“As a company, we’re deeply committed to sustainability, and are pursuing ambitious goals that will improve the lives of people, protect the planet and produce sustainable products,” said Joe Cavaliere, group president, global Innerwear. “We’re proud to have our Hanes brand partner with Tide. Together, we will reach billions of consumers to drive a simple, positive change that will make a significant difference in the environment we all share.

Up to 90% of the energy used in washing the more than 25 billion loads of laundry in the U.S. and Canada each year comes from heating water. If three out of four loads are washed in cold, the reduction of greenhouse gas emissions would be the equivalent of removing 1.3 million cars from the road. And consumers could see a savings of up to $150 per year on their energy bills.

“Together, Hanes and Tide are a powerful force in bringing a megaphone to this important issue,” said Teddy Mendoza, HanesBrands director global safety and sustainability. “We are committed to environmental stewardship and believe that partnering with others is critical to achieving HanesBrands’ aggressive sustainability goals.”

We are very proud as well to be extending our partnership with Tide for an additional three years. We have generated over a billion consumer impressions to “wash cold” already and want to generate hundreds of millions more.