Would people still buy a 2-euro T-shirt if they knew how it was made? To answer this question, a T-shirt vending machine was built – but instead of simply dispensing a T-shirt, customers were prompted with a video showing under which miserable working conditions the T-shirt was produced. After watching the video, customers could choose whether they actually wanted to buy the T-shirt or donate the money instead. An overwhelming 90 per cent of the people using the vending machine decided to donate the money to the Fashion Revolution cause, rather than buy the 2-euro T-shirt – which sparked a discussion on social media. Reaching far beyond that single vending machine, a documentation of the experiment spawned more than 7.5 million online views, 250,000 social media shares and 440 million media impressions.