The UnderWater store

To highlight that fashion is one of the top three industries that consumes the most water and to encourage people to reflect on their choices, ANP/WWF draws attention to the water cost of each piece by offering a collection of six t-shirts through an augmented reality virtual experience. ANP|WWF reminds us that it takes 2,700 liters of water to produce a cotton t-shirt – enough for one person to drink for two and a half years.