Hillel's famous quotation, "If not now, when?" is now fashionably wearable, thanks to the Swedish retailer Hennes & Mauritz.
A $9.95 tank top featuring the call to action has been flying out of the retailer's stores, media reports say.
A spokeswoman for H&M, the Stockholm-based retailer, has been quoted as saying that the shirt was one of the chain's top sellers this summer.
The reports come days after the Spanish fashion chain Zara pulled from its shelves and apologized for a children's outfit that closely resembled a concentration-camp uniform, including a yellow star.
Hillel's entire phrase, from "Ethics of the Fathers," a collection of moral advice, is "If I am not for myself, who will be for me? But if I am only for myself, who am I? If not now, when?"
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