Wearing is Caring
23 Nov 2009
Wearing is Caring is the slogan of a new T-shirt project, set up by three 20 year-olds, from Stockholm in Sweden.
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Wearing is Caring is the slogan of a new T-shirt project, set up by three 20 year-olds, from Stockholm in Sweden. The campaign supports Replanting a Rain-forest’, a scheme which plants and cares for indigenous trees in the Minas Gerais and S„o Paulo regions of Brazil.
Alexandra Sˆderberg, Emelie Ivert and Victoria Nilsson have signed up as Rainforest Ambassadors ñ a growing network of students from all over Europe. ‘We want to plant trees; lots and lots of trees!’ Alexandra explains.
The idea is simple: people sponsor 25 square metres of dedicated land for £30 and receive a T-shirt in return. Between 10 and 15 trees are then planted to help restore an area’s biodiversity. ‘We wanted our T-shirts to be trendy but also be a tool to help increase awareness,’ Victoria says. ‘The wearer can send out a clear message about what they stand for.’
All the ambassadors are encouraged to take business into their own hands. This reduces administrative and operational costs for the Replanting a Rainforest’ project. They are also urged to visit the organic coffee and banana plantation ñ 186 miles from S„o Paulo ñ where 700 acres are ready for planting. Here, they can learn about organic farming, agro-forestry, native tree planting, sustainable change and community building.
Based in Stockholm, the Open World Foundation is co-ordinating the scheme. Established in 2007, they promote transformational change, by creating spaces for discussion, reflection and tangible action. ‘Besides planting trees, the aim is to create a model of sustainability,’ says founding Chair, Christer Sˆderberg. ‘By creating places where people can spend time reflecting on their role in society, we can find solutions to the challenges we face as a global community.’
Contact: Open World Foundation,
Box 98, SE-182 11 Danderyd,
From left to right: Ulrika Lindstrˆm,
Victoria Nilsson, Alexandra Sˆderberg
Photo: © Christer Sˆderberg
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