Have you heard of the #30wears concept?
It was made popular by Livia Firth of Eco-Age, the sustainable consultancy firm. It challenges us as shoppers to think whether we would wear something at least thirty times before buying a new piece of clothing. It seems so simple, but the truth is that in Germany, the average piece of clothing is thrown away after just 3 years.
We work hard to give you sustainable fashion that is responsibly made in the first place, i.e. we use fair labor practices, low-waste production methods, and eco-friendly materials. It also means designing pieces that can be worn in many ways and over many years. Here is some inspiration on how to style our pieces for many occasions.
But we also feel that one huge part of making fashion a more ethical and sustainable industry is being more conscious as buyer. When you think of this beyond the impact on our world - buying something and never wearing it (or barely wearing it) is also just a waste of time and resources for everyone.
The good news is that the pieces in the back of our closets collecting dust are usually there because they never really fit or were not really our style anyway. So, for us the solution is to buy better - that means picking pieces that look good on you now and in 10 years from now - even if that means not buying one of our own pieces.
MORE ON US
For us, sustainable fashion is being able to wear a piece in many ways over many years. We design and manufacture each of our pieces with this in mind. More about us here.