With the demise of the plastic straw and the introduction of the 5p bag, the fight against single-use plastic has really stepped up in recent times. Now Team Sky have got in on the act by unveiling its limited edtion Sky Ocean Rescue jersey to be worn at this year's Tour de France.
This distinctive new design will be worn by Team Sky throughout the Tour in a bid to raise awareness around the damage that plastic can cause to the ecosystems of our oceans once discarded.
It is part of the company's pledge to rid its business of single-use plastics.
Doing away with the blue dots and dashes, this limited edition jersey will have a black front promoting 'Sky Ocean Rescue', while the back will be printed with a large Orca also promoting the project while helping the team stand out, as if they didn't already.
Riders will also wear a special version of the jersey at the team presentation in the Vendee region next month that will have been produced from recycled plastics that have been recovered from our oceans.
The team will also eliminate the use of packaging, saving 120,000 polybags each year.
While criticism of Team Sky can be quite widespread for a variety of issues, it must be applauded when a team with such worldwide reach and coverage has used the sport's biggest race to highlight an avoidable disaster that is currently crippling our environment.
At present, 8 million tonnes of plastic are discarded into the oceans each year.
Team principal Dave Brailsford spoke of the project and potential postive impact it could have.
'At the upcoming Tour de France, the Team will be wearing a striking new kit design to highlight the issue to a global audience of millions,' he said.
'We want to encourage people across the world to think about their own use of plastic and make changes in their everyday life.
'We are all in a position where we can make a difference.'
Of course, this is not the first time the British WorldTour team has used its jerseys to portray a message about wildlife and nature.
At the 2011 Tour de France, the team wore special black and green Adidas kits and rode black and green Pinarellos to raise awareness for the World Wildlife Foundation.