It's about time the environmental industry caught on... sex sells. As much as we claim to be all high and mighty about taking action for the greater good of the world, we just can't help the fact that we are 99% chimp. Appealing to our machismo is not new to the environmental cause... remember the highly successful "Don't Mess with Texas" campaign? Now Coke has applied this idea to T-shirts in their Eco-Apparel store. Note that Coke only sells these particular T-shirts in men sizes. Hrmmm.