Israeli advocacy gets new look

It was only a matter of time until Israeli advocacy makes its debut in the fashion world. After all, what can be more effective than a campaign that is worn all day long?

Social activism group Nu Campaign is launching a T-shirt collection aiming to create "worldwide education and advocacy for Israel."

NU Campaign, an Israeli social clothing brand, was founded in 2009 by David Kramer, a South African Jew who made aliyah about a decade ago.

The goal of the organization is to promote and support important Israeli and global causes by printed T-shirts that tell the story.

A portion of the proceeds from T-shirt sales is given to the foundations that promote the different causes. The company carefully chooses foundations that are active in Israel – organizations that carry a humane and pro-Israeli message, says Kramer.

One of the featured items on the new collection is "The Shark and The Fish" T-shirt, which was created as a tribute to the story "when the shark and fish met for the first time," written by captive soldier Gilad Shalit at the age of 11.

Kramer stresses that the company avoids taking a political stance, instead focusing on the human story behind it.

Other designs include the "What's Yours Is Mine" T-shirt, which promotes Geomine – an organization that clears mines left behind in warzones. Another design supports Heart in America – and organization that donates Israeli technologies to African villages.

But Kramer is not stopping at fashionable philanthropy for Diaspora Jews, who purchase his shirts as souvenirs from their visit to Israel. He is trying to brand Israeli Zionism as a cool and dynamic movement by adapting patriotic symbols into savvy graphic designs.

"It's important for us to work with everyone: Orthodox, reform and secular people. The most important thing is to send a positive message about Israel," Kramer concludes.

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