Scientific studies have calculated that the production of one pair of jeans requires around 8000 litres of water (Water Footprint Network, 2012). Few people realise that when buying a pair of new jeans they are in fact using up as much water as they would normally be drinking over a period of almost 11 years (assuming that an average person drinks two litres of water per day). Similar calculations show for example that the production of one cup of coffee requires 130 litres of water (Water Footprint Network, 2012). Few couples that are getting married know that between 4 to 100 tonnes of rock (Valdivia & Ugaua 2012) had to be mined in order to provide the 10 grams of gold needed to make two plain wedding rings.