With the use of water-based thermochromic ink, Webelow Wear is aiming to encourage environmental awareness with Green Wearable line. Their new desigin, The Polar Ice Cap, demonstrates the drastic melting of the North Polar Ice Caps from 1980 to 2009 and it's one of the most clever use of fashion to spread the good message.
"Using a water-based thermochromic ink and American Apparel Sustainable Edition organic shirts, the image of the 1980 ice caps will “melt” away as your surrounding temperature rises to 96.8 Fahrenheit. The 1980 ice caps will “melt” away as your surrounding temperature rises to 96.8 Fahrenheit. The image of the remaining ice caps in 2009 will then be revealed. These ice caps have been in place for 3 million years and in a 20-30 year span have cracked, divided and melted at alarming rates. These changes may lead to a dramatic shift in average global temperatures as the ice caps thin and sunlight directly passes through it to warm the ocean."
Check out the video below to see how it works: