Written By: Jolane Pessel     

As Fashion Week faces protests from climate activists to warn the fashion industry about overconsumption, it's becoming clearer than ever we have to shift our buying habits towards more sustainable ones. However, more than consuming in a different, more ethical way, we should consider if buying is necessary or not. In turn, avoiding purchases, and achieving waste minimization by focusing on the first of the 3Rs, "reduce" (followed by "reuse" and then "recycle").

To help you with this process, we encourage you to ask yourself these 3 questions before you make your next purchase :

1. Do I need it?

     First and foremost, when you are shopping for clothes and you find something you really like, take a second to think about how often you will be able to wear it, if it fits well, and is the fabric durable? If you are looking for a special occasion outfit, like a wedding you are invited to for example, maybe you could consider renting it from dedicated shops or e-shops instead. 

2. How long will it bring me joy?

     Then, determine if you will be able to wear and enjoy your prospective purchase for a long time, as the initial rush of excitement from making a purchase fades quickly. To do this, ask yourself if you want it because it’s trendy today or if it’s a timeless piece that will last the test of time? It's always best to go for the best quality product for longevity. Instead of buying 10 fast fashion cheap tops, maybe invest in one or two high quality ones from a well known and trusty company. And don’t focus too heavily on trends. As Coco Chanel said, “fashion changes, style endures”.

3. Do I have it already? (do I have something similar I could reinvent/upcycled)

     Finally, whether you want to cut down on your fast-fashion habits or you simply can't afford to have a brand new outfit, there are plenty of ways to repeat outfits without anyone noticing! Switch up your accessories, shoes, bags and jewelry, play around with layering, or build a capsule wardrobe with key, good-quality basics that you can mix and match easily and spice up with statement outerwear. 

     The importance that social media has in our daily lives has definitely impacted our wardrobes as well. Studies show that Gen Z and Millennials aren't only dressing for themselves, but also for their social circle by posting their outfits online. This obsession has become the basis of a culture of excess. 

This is why we encourage you to be creative and become an outfit repeater; you will be rewarded with the gratifying experience of getting more wear out of your clothes! The planet (and your wallet) will thank you!