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  • Writer's pictureNoam Gurevich

The button effect

How a white t-shirt can change the world

Vintage in one hand and Luxury in the other

Let me start with a harsh fact - fashion is the second most polluting industry in the world, after oil. Yes, I was also completely shocked when I heard it for the first time, but after reading more and more about it I decided that I can't just sit still anymore. Believe me, there's a lot you can do to make a difference, and you don't even have to move from your comfortable couch (a dream come true!)

during an hour and a half my perspective about fashion and the world completely changed

I've learned about the effect that fashion has on the planet thanks to a most-watch documentary called "The true cost", which truly changed my life. After an hour and a half my perspective about fashion and the world in general completely changed. After hearing that fast fashion caused thousands of people to die just to make cheap clothes (read about the Rana Plaza case), and rivers are colored in green and purple because of the dyeing factories, I've looked for everything I can do in order to help make a difference, even the smallest one.

Let's jump into another moment of honesty - I was not planning on going to protests or leaving everything I know in order to live in a tent and plant hundreds of new trees (maybe one day it'll happen). I'm not considering myself as an activist, but just as a normal woman who wants to move forward from the awareness phase to the active phase, because I can't ignore fashion's impact on earth anymore. .

there's so much more each of us can do.

Well, I'm gonna let you watch the movie by yourself because I don't want to be inaccurate about facts, so let's make things short and discuss about things you can do from home in order to make a small, yet huge long-term difference. It's important to note that this is a basic list, and there's so much more each of us can do, but let's take it one step at a time.

· Consume less

It takes 2720 liters of water to create one t-shirt. Trust me, you don't need to buy a fifth white t-shirt, the other four are just fine.

· Buy vintage

if you can't resist the adrenaline-rush of shopping, make smarter choices and buy vintage clothes. This way you're not encouraging production of new garments and waste. Yes, it might be second hand and many people don't like that title, but just call it vintage and it'll immediately look prettier. You'll see.

· High fashion is for everybody

well, this phrase is a bit complicated, because the whole essence of high fashion is being unreachable, yet by deciding you purchase expensive garments it takes us back to the first point - you'll buy less because the clothes are made in high quality therefore they'll last longer and, well, you can't really afford it.

· Exchange clothes

when we were kids, we used to exchange stickers and cards between friends, according to the value we gave them (a sparkly sticker is worth two regular ones, never forget that). Why shouldn’t we do the same with clothes? That's a perfect way to earn new clothes, get rid of old clothes, have fun with friends and help the planet.

· Awareness, awareness, awareness

if all said above is still too much for you, start with being knowledgeable about what's happening out there. Read about fashion, about the earth and about small steps each of us can take in order to make huge differences. Slowly but surely, you'll get into it and find ways to impact that fits your lifestyle and preferences. Even the smallest action affects.

You know what people say - a butterfly flapping his wings on one side of the planet might cause a hurricane on the other side of the world. In the fashion world, a button sewed to a jacket might cause an environmental damage.

Be aware, be knowledgeable, make a difference.

Stay classy,



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