My friends were the first to use my shirts, to love them and give them life and different personalities. So, as a way of thanking them for being so enthusiastic and supportive, I sent them all the same white linen Baruc shirt and a camera. The premiss was "take a picture wearing the shirt, wherever and however you want. and have fun."
As time passes, Baruc's message remain the same, but speaks to a broader audience. So, the "I love my Baruc shirt" project is growing as a sign of the times, for those who share this timeless spirit, that goes beyond ephemeral fashions.