Here’s what changed the way we conceive and consume clothes.
By focusing on cheapness rather than eco-friendly materials and fair working conditions (ugh!), fast fashion has brought its prices down to those of consumable everyday items.
These brands have also been offering new collections on a monthly or even weekly basis, pushing consumers to buy more to follow ephemeral trends and quench their #FOMO.
If that weren’t bad enough, ultra fast fashion giants like SHEIN or Boohoo made this industry even faster and more unethical.
Basically, clothes went from durable to disposable!
Social media was also key: from influencer collaborations to TikTok hauls and curated feeds where you’ll never see the same outfit twice, overconsumption is glorified.
The result?
How many times are clothes worn before being discarded?
On average, clothes are only worn seven times before being discarded.
And, if that weren’t shocking on its own, keep in mind that we also buy 60% more clothes than in the year 2000.
This leads to ridiculous quantities of textile waste: 18.6 million tonnes of clothing being thrown away around the world… every year.
How much of our clothes do we wear?
According to Lauren Bravo, the author of How To Break Up With Fast Fashion, we only tend to wear 10% of our clothes on a day-to-day basis!
And how long do we wear our clothes?
Not for long: unlike those 80s jeans that stood the test of time for generations, we now wear 60% of our clothes for… less than a year.
A more sustainable approach: fewer higher-quality clothes that we can wear for years
Here’s how we can all increase how many times we wear our clothes.
How many times should you wear an item of clothing?
To reduce your CO2 emissions and waste, you should aim to wear each item of clothing at least 30 times as suggested by the #30WearsChallenge.
However, most low-quality fast fashion garments might not even last that long.
That’s why it’s even more important to switch to ethical fashion and a more sustainable mindset.
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