The campaign, which was started by Livia Firth (Colin Firth’s wife) is simply about asking yourself will I wear this at least 30 times before you buy a piece of clothing. This isn’t about giving up buying new clothes altogether, after all, we all need something to wear and many of us get a lot of pleasure from buying clothes. It’s about changing the way we approach shopping and owning clothes. It’s about thinking of your clothes as an investment rather than something disposable. We can reduce the amount of clothing ending up in landfill if we just keep our clothes a little longer (helping to reduce your carbon footprint too).
The average woman keeps a piece of clothing in her wardrobe for only 5 weeks
The 30 wears campaign is about ending the culture of buying a cheap outfit and only wearing it once. We should be wearing our clothes time and time again, after all, there is nothing wrong with being an outfit repeater.
Now 30 times doesn’t really seem like a lot, but when you think about it, if you wore the same top once a week it would take over 7 months before you have worn it 30 times. Even with a capsule wardrobe, I struggled to find pieces I had worn over 30 times for this post, although that doesn’t mean that I won’t end up wearing everything over 30 times. In the end, I picked out this little black dress, which I got on sale for my honeymoon 6 years ago and I’m pretty sure has well over #30wears. It is definitely one of the most versatile pieces I own, it can be dressed up or down and works just as well in the winter as the summer.
The 30 wears campaign wants you to question yourself before every purchase to help you to make more conscious, thoughtful purchases and create a more ethical and sustainable wardrobe. Ask yourself:
Will I wear this at least 30 times?
Is this a high-quality piece?
Will it last at least 30 washes?
Will I still want to wear this in 6 months time?
Will I still want to wear this in a years time