The 30 Wears Campaign

July 19, 2016
The slow fashion movement is about making the most out of your wardrobe and wearing your clothes again and again. It’s about ending our relationship with fast fashion through choosing quality over quantity. One easy way to start embracing slow fashion is through the #30wears campaign.

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

6 responses to “The 30 Wears Campaign”

  1. Ruth MacGilp says:

    This will be a great technique to use to curb my shopping addiction when i get back to being a skint student!

  2. Iga Berry says:

    I have really tried my best with 7×7 outfit challenge and failed. However this is something that I am definitely guilty of, outfit repeater that's me! Best wishes, Iga x

  3. Stubbornly sustainable says:

    I stumbled over #30wears in a magazine on a flight the other day, and it had me thinking. If underwear and tights don’t count, I could probably pack a weekend bag where every item has more than 30 wears already. In fact, I have some items that I have worn for nearly 30 years. Buy the things you really adore. Wear them, repair them, wear them again. Then recycle them. It is easier than it seems. And you save both time and money.

    • Susan says:

      I love this part: “Buy the things you really adore. Wear them, repair them, wear them again. Then recycle them. It is easier than it seems. And you save both time and money.” Makes me think and I’m going to try to do this from now on.

  4. Gwyneth Dear says:

    Only 30 times! How ridiculous. Most of the clothes in my wardrobe have been worn many more times than that! Get real people.

    • Jen says:

      It’s great that you manage to get so much wear out of your clothes. However many people (myself included) have struggled with the allure of fast fashion and replacing clothes frequently. The 30 wears challenge helps people who struggle with making long term purchases think about how often they will wear something before buying and it really does help. Just because you don’t need it doesn’t mean the people who do need ‘to get real’ or are ‘ridiculous’

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