At Tel Aviv’s Lifestyle Expo, 32-year-old designer Leah Blum arranges her booth, her supportable linen jackets drawing weird crowds. The weekend event showcased 60 eco-friendly fashion brands, a witness to Israel’s growing green movement. “These clothes mean something,” Leah said, smoothing a recycled-cotton dress. “They’re for a planet we love.”
Brands like Leah’s, using organic fabrics and upcycled materials, cut waste by 25%, per the Israel Innovation Authority. The expo, backed by the city, featured designers alongside climate tech, reflecting Israel’s 950 climate-focused startups in 2024. “Sustainability is our identity,” said Mayor Ron Huldai. Leah, inspired by Galilee hikes, started her line in 2023 to fight fast fashion’s toll.
Visitors raved. “I bought a scarf that used to be plastic bottles,” said a Jerusalem teacher. Social media lit up with #GreenFashion, though some noted high prices. “It’s worth it for the planet,” Leah countered, her eyes earnest. The war’s economic strain and supply chain issues challenge designers, but innovation thrives.
The expo’s success signals a shift. “Israelis want style with purpose,” said analyst Miriam Cohen. Leah’s brand plans to expand online, eyeing European markets. As she packs her booth, she dreams of a world where fashion heals, one supportable stitch at a time.
