Now a fervent advocate of responsible consumption, Chiheb Karoui makes no secret that such environmental concerns were “far from” his mind just a few years ago. It was meeting Douda, co-founder of their project Barbecha, that set him on the path to becoming a green entrepreneur. “We wanted to transform the negative image of the second-hand market, particularly in Tunisia, and highlight the benefits of giving old clothes a new lease of life.” 

Sleek and stylish, the Barbecha relies on high-end marketing, offering both second-hand clothing and accessories, and “upcycled” pieces created by independent artists and designers. The concept store also offers information on textile waste and its environmental impact, video tutorials, and advice to help users understand how to improve their everyday consumption. “More than a selling site, Barbecha is a community, raising awareness about ecology, through which we try to teach the public about the benefits of responsible consumption, for themselves and the planet. ”

With this in mind, the team recently launched Barbecha Tours, an environmental training and education campaign aimed at young Tunisians in secondary and high schools. “It is our duty to convey the message and foster individual and collective reflection on the dangers of our current way of life. ” Thanks to their participation in the STAND-UP! project, co-financed by the European Union, the members of Barbecha hope to extend their efforts, by offering a range of products sourced from further afield and widening the scope of their awareness campaign to reach new audiences.