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FASHION - NEWS

ReWear4Earth invites celebrities to save the planet

ReWear4Earth initiative, created by the collaboration of Grammy Award Winner Ricky Kej and Prabha Khaitan Foundation, offers a new option to protect nature with its sustainable fashion project.

Wednesday, August 10, 2022
ReWear4Earth invites celebrities to save the planet

ReWear4Earth invites celebrities to save the planet - Photograph by Courtesy of Prabha Khaitan Foundation and Ricky Kej

FASHION - NEWS

by Beren Dere

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It all started when Grammy Award Winner Ricky Kej wore the same outfit first at the Grammy Award and then at the Cannes Red Carpet and proudly tweeted it. Ricky Kej's approach caught the attention of the Kolkata, India-based Prabha Khaitan Foundation, and they contacted him to bring a new idea to life.

Focusing on sustainable development on the one hand and India's ecosystem and biodiversity on the other, Prabha Khaitan Foundation contacted Ricky Kej, and together they launched the ReWear4Earth campaign as a global initiative.

Textile is one of the industries that pollute the nature the most. Most of the raw materials used to manufacture clothing are not biodegradable and are becoming one of the causes of pollution both on land and in the sea. Micro-plastics is one of the most important parts of this process. Micro-plastics have a significant share in the deaths of more than 100 million marine animals and more than 1 million seabirds every year.

Considering the amount of carbon emissions and pollution from the production of clothing, the more times and the longer a clothing is used, the less it pollutes our planet.

ReWear4Earth project, which reminds that clothes are not Single Use products, invites celebrities to be role models in this regard. With this project, Ricky Kej asks celebrities to contribute to protecting the planet by buying fewer outfits and proudly wearing them over and over at different events.

Celebrities are few, so community-wide movements will have much greater impact. Every individual who adopts a sustainable fashion approach contributes to protecting our planet. Even putting on a dress one last time before removing it completely from your wardrobe and donating it instead of throwing it away makes a huge difference in protecting our planet.