Vintage Fashion in the Service of Society's Underprivileged

Proceeds from a website selling clothing collected from older people go to an NGO that helps seniors and Ethiopian families in need.

At first glance, the new Israeli fashion website Roots brings to mind Bedford Avenue in the Brooklyn neighborhood of Williamsburg. At every corner people above 50 are selling garments and other objects – in one of New York's hipster neighborhoods. What could they have to offer the young people passing buy?