The concept of 30 wears

· One thing you can do today to make your wardrobe more sustainable ·

The principle of 30 wears, girl in blue and white polka dot top, levi ribcage jeans and a country road clutch again an industrial background. Minimalist fashion and classic, timeless style. Buying with intention and mindfulness
The principle of 30 wears, girl in blue and white polka dot top, levi ribcage jeans and a country road clutch again an industrial background. Minimalist fashion and classic, timeless style. Buying with intention and mindfulness
The principle of 30 wears, girl in blue and white polka dot top, levi ribcage jeans and a country road clutch again an industrial background. Minimalist fashion and classic, timeless style. Buying with intention and mindfulness
The principle of 30 wears, girl in blue and white polka dot top, levi ribcage jeans and a country road clutch again an industrial background. Minimalist fashion and classic, timeless style. Buying with intention and mindfulness
The principle of 30 wears, girl in blue and white polka dot top, levi ribcage jeans and a country road clutch again an industrial background. Minimalist fashion and classic, timeless style. Buying with intention and mindfulness

How many items in your wardrobe have you worn at least thirty times?

When you first start considering where your clothes come from and their environmental and social impacts, it can feel like a bit of a minefield. I know, because I’ve been there myself.

    • How do you define sustainable clothing? (by the way, this is a good introductory article about sustainable fashion terminology)
    • Where do I shop and what if I’m not perfect? Is it ok to still buy from brands I love but who are not “sustainable”? Can I dress in a way that feels like me, while still prioritising my ethics? How do I tell the difference between brands who are making a difference and those who are just green-washing? What if a brand has made a start addressing these issues, but still has a way to go? 
    • Where are the best resources to educate myself on this topic? Will it impact my budget? 
    • What standard should I hold myself to? 

These are just a few questions I asked myself (and still ask myself) when I started to delve into the realm of sustainable fashion (you can read more about that here). It can feel overwhelming.

While I’m all for asking these questions, continuing the conversation and supporting brands doing the right thing, part of the answer might already be hanging in our wardrobes. 

The concept of #30wears was coined by Olivia Firth (the creative director of Eco Age, an environmental consulting agency and yes, Colin Firth’s wife) and Lucy Siegle who suggested that every time you consider buying an item of clothing you should ask yourself whether you would wear it at least 30 times – if not, don’t buy it. As Olivia says on a podcast here (which is well worth a listen) “it’s not as much as what to buy, but more a question of how frequently to buy and how long you keep the things you buy for”.

I love the simplicity of this approach to take all the angst of it, particularly when first starting to make a change. The reality is that sustainability and social impact issues involved in a supply chain are complex and multifaceted. They often involve many variables that we, despite our good intentions, might not be able to control (although, that’s not to say we shouldn’t be educating ourselves on these issues and asking brands to make those changes). However, wearing what you have and buying intentional pieces to last is something we can all start doing today.

Lastly, because I like to Keep It Simple and Sustainable, here’s a KISS method I made up to consider: 

    • Keep it for as long as possible 
    • Intentional, well thought through purchases
    • Support sustainable where possible
    • Simple, classic styles.

In the interests of transparency these jeans and shoes are both new but I selected them carefully and, based on how many times I’ve worn jeans and ballet flats in the past, both will get far more than 30 wears. I estimate that I’ve worn the top and watch and have used the clutch at least thirty times. As you know, I’m all for classic, simple styles and this outfit fits the bill nicely. You could also dress it up by swapping the flats for heels. 

I’d love to know what you think? Do you love investing in timeless pieces you will have for a long time?  

2 Comments

  1. Reply

    Adie

    July 16, 2020

    Great post Bridie, these tips are fantastic! I think your KISS method seems very realistic for someone who is still learning about wardrobe sustainability (i.e. me!)

    • Reply

      Bridie Leah

      July 22, 2020

      Thank you so much Adie! I’m so glad you found the tips and KISS method helpful and realistic.

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