Vintage shopping has grown into a profitable industry over the last few years thanks to rifling hipsters looking for one-of-a-kind pieces that will set them apart from the crowd; Roots Second Hand Fashion is a vintage brand that hopes to capitalize on this fashion fad in a more charitable way. Created by McCann Digital Israel, the profits from the label will help the needy, elderly population in Israel.
Interestingly enough, the Roots Second Hand Fashion brand targets the young to help the old. Ami Alush, a creative director at McCann, states, "Instead of showing yet again elderly Israelis rummaging through garbage cans looking for food, which unfortunately nobody notices anymore, we thought about coming from a more positive direction in order to raise funds."
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